To acquire brand look-alikes to evangelize the brand and spread the word to their inner circle, Grow crafted a two-pronged grassroots marketing pilot. One campaign component pulled traffic into stores via intimate events for hand-selected influencers, influential bloggers and their friends who received customized consultations, exclusive brand access and tips and tricks. Concurrently, the store experience was pushed into market via the bareMinerals Boutique Roadshow that popped up at target-right events to engage and educate the like-minded consumer via color matching, knowledge sharing and on-site sales.
- Increased sales by 22% during in-market activity
- Gave 4,000+ one-to-one consultations to the qualified target
- Garnered brand insight and intel directly from consumers