17 Cosmetics Case Study
The Brief
The Brief
To celebrate the relaunch of 17 Cosmetics, leading social media agency We Are SNS partnered with Boots to deliver an always on influencer marketing campaign across Instagram and TikTok.
The objectives were clear: build a squad of beauty believers passionate about cosmetics and Boots, amplify brand awareness, drive sales, and accelerate social media growth. The campaign required an agile, trend driven Influencer Marketing strategy that felt authentic and resonated with audiences across social platforms.
What We Did
Influencer
TikTok
The Approach
As a specialist social media agency, We Are SNS curated the 17 Cosmetics Squad, a carefully selected group of influencers aligned with the brand’s tone, audience, and retail positioning. This influencer marketing approach prioritised credibility and community, ensuring each creator genuinely connected with both beauty and Boots.
The squad launched with introductory content across Instagram and TikTok, sharing their excitement about joining the campaign and their love for the 17 Cosmetics range. Communication was managed via Slack, enabling real time collaboration and empowering influencers to create reactive, trend led content, a key strength of modern influencer marketing.
Phase One focused on reintroducing the 17 Cosmetics range to social audiences. Influencers shared product first content across their feeds, alongside organic coverage from an exclusive launch event at Bike Shed, Shoreditch. This combined live experience with social storytelling, a hallmark of effective social media agency execution.
Phase Two shifted to sustained engagement. The squad produced monthly content, proactively suggested reactive trends, and launched the #17Hacks series, a playful, shareable content stream designed to drive saves, shares, and conversations. This always on Influencer Marketing strategy ensured the relaunch momentum was maintained beyond the initial burst.
The Results
The influencer marketing campaign successfully elevated 17 Cosmetics’ brand awareness and generated strong engagement across Instagram and TikTok.
Key outcomes included:
- Viral follower interaction and authentic conversations around the relaunch
- Increased brand affinity and community growth
- Boosted product sales through trusted creator advocacy
- Sustained social media growth across channels
By combining trend driven content, experiential moments, and structured ongoing influencer partnerships, the social media agency delivered a high impact influencer marketing strategy. The result was a loyal, engaged community of beauty enthusiasts and a consistent, high performing social presence for 17 Cosmetics.
If you are looking for a social media agency that blends strategy, creativity, and culturally relevant influencer marketing to drive real business results, we would love to hear from you.
Get in touch to discover how we can create an always on influencer marketing campaign that grows your brand, drives sales, and builds a community that lasts.
