case study

Barry M

How Barry M increased significant brand awareness and recognition through user-generated content

Brand
Industry
Beauty & Fragrances
Company Size:
51-200 employees

Overview

Barry M is a British cruelty-free cosmetics company specialising in make-up and nail products. Now established as one of Britain’s leading colour cosmetics companies, Barry M is available to purchase from big retailers such as Amazon, ASOS, Pretty Little Liar and Superdrugs, just to name a few.

As Barry M are in constant need of constant UGC content, they used The Room to enable them to get quality content, at volume, almost instantly. Across 7 campaigns they received 350+ pieces of content, which generated over 1 million impressions and a high Earned Media Value of £4

The Challenges 

  • Finding the right influencers who promote true authenticity
  • Brand content to amplify on their own social channels
  • Reaching new customers and engaging current customers

The Strategy 

  • Using micro-influencers to reach target audiences
  • Powerful short-form video content across Instagram and TikTok
  • Still images on Instagram
  • Focus on product launches

The Results

  • Influencers went above and beyond content campaign realms
  • Repurpose content across their website, paid and organic social
  • Saved hours of outreach to influencers
  • More authentic collaborations
  • Account management provided results and learnings
  • Achieved a high Earned-Media-Value
  • Ability to work with creators on multiple campaigns, converting them into true brand advocates

The Challenges 

  • Finding the right influencers who promote true authenticity
  • Brand content to amplify on their own social channels
  • Reaching new customers and engaging current customers

The Strategy 

  • Using micro-influencers to reach target audiences
  • Powerful short-form video content across Instagram and TikTok
  • Still images on Instagram
  • Focus on product launches

The Results

  • Influencers went above and beyond content campaign realms
  • Repurpose content across their website, paid and organic social
  • Saved hours of outreach to influencers
  • More authentic collaborations
  • Account management provided results and learnings
  • Achieved a high Earned-Media-Value
  • Ability to work with creators on multiple campaigns, converting them into true brand advocates

Key metrics

7
Opportunities
104
Influencers
969k
Reach
353
Pieces of Content
1.2m
Impressions
£44k
EMV

Content Created

"Room Unlocked is an extension of our team. It allow us to do a lot more high quality influencer marketing activity with very little time investment - which for me is fantastic."

Vanessa Mundy,
Senior PR & Communications Executive at Barry M

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