Leveraging the power of creators to create awareness and drive salience for SUGAR Cosmetics
SUGAR Cosmetics, a makeup and beauty brand, wanted to increase its brand awareness and create top-of-mind recall among its core target audience. SUGAR collaborated with Moj to establish itself as a one-stop makeup destination through an engagement-driven, creator-led campaign.
SUGAR Cosmetics is an Indian cosmetic brand that was founded in 2015 by Vineeta Singh and Kaushik Mukherjee. The brand empowers women to have fun with their makeup and skincare regime.
To achieve its brand objective, the brand wanted to explore an engagement-driven strategy. Given the influence of creators in the fashion and beauty category and the robust creator ecosystem on Moj, the brand initiated an awareness campaign with creators at its core.
Moj introduced a branded challenge through its in-house IP #GlowUpWith Moj. This series was mainly aimed at fashion and beauty creators, inviting them to create content under various challenges on Moj’s platform. With an aim to create awareness at scale, SUGAR Cosmetics collaborated with Moj to launch an engagement campaign using the branded hashtag challenge #GetReadyWithSUGAR. In addition to this, Moj also engaged its users by designing a fun and interactive Makeup Lens Challenge to help boost SUGAR’s brand salience. This gave SUGAR a two-fold advantage of displaying their wide range of makeup products (positioning them as a one-stop-shop for makeup products), and driving maximum engagement through the interactive lens format.
Spearheaded by fashion and beauty creators, the campaign was a huge success and drove high engagement with the participation of over 33 influencers. The campaign’s exponential success also bagged the coveted ‘Silver’ award at ET Brand Equity’s Influencer Marketing Awards for 2022 under the “Use of Short Video Platforms” category.
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