Submitted by We Are SNS

17 Cosmetics Always-On Influencer Squad

Influencer Marketing

We Are SNS ran a 12 month always-on squad of 17 beauty influencers for 17 Cosmetics with Boots across Instagram and TikTok, reporting 3.4M in-feed video views.

3.4MIn-Feed Video Views
3MImpressions
4%Engagement Rate

Case in 60 seconds

Boots was relaunching the new 17 Cosmetics range and wanted brand awareness and maximum visibility for it, which required a presence on Instagram and TikTok that lasted well beyond a single launch moment.

The campaign turns on sustained creator familiarity rather than one-off reach, because the page frames a squad passionate about Boots and beauty, posting monthly, as the route to authentic and trend-responsive content.

We Are SNS built a squad of 17 beauty influencers, each passionate about Boots, cosmetics and beauty, and ran them as an always-on programme for 12 months rather than as a short launch burst.

The squad created monthly Instagram and TikTok posts, Reels, Stories and short-form videos, shared tutorials and trend content, attended launch events, festivals and campaign photoshoots, and supported 17 Cosmetics' involvement on Love Island.

We Are SNS reports 3.4M in-feed video views, over 3M impressions and 154,000+ engagements at a 4% engagement rate, from over 100 pieces of content produced over the first 12 months.

Strategy Breakdown

The highly engaged audiences of a squad of 17 beauty influencers passionate about Boots, cosmetics and beauty, reached through Instagram and TikTok.
The page positions 17 Cosmetics as a trend-driven beauty brand, so the squad's role was to keep it present in trending themes on TikTok and Instagram across a year rather than to announce it once.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • We Are SNS

Results & Evidence

MetricValue
In-Feed Video Views3.4M in-feed video views
Impressionsover 3M impressions
Engagement Rate4% engagement rate
Influencers17 influencers

Why We Are SNS' strategy worked

  1. 1

    A standing squad briefed monthly can respond to trends as they surface, because the same creators remain on brief for a year rather than being recast for each new moment.

  2. 2

    Placing creators inside live brand moments such as festivals, photoshoots and Love Island gives them first-hand material, so the content is participation rather than product placement.

  3. 3

    Casting creators for affinity with the retailer as well as the category, as this squad was chosen for passion about Boots and beauty, lets one piece of content serve both retailer and brand.

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