Close-up of an open blue glass jar filled with light blue gel cream against a pale blue background
Submitted by Artisan Council

Belif Aqua Bomb Community and Influencer Program

Influencer Marketing

Artisan Council built a community-first social media and organic influencer strategy for skincare brand belif in the US, which the agency reports produced +280% Instagram growth over 12 months.

8MInfluencer Post Reach
$0Influencer Fees Paid

Case in 60 seconds

belif had launched in Sephora in the US but carried low brand awareness, social growth and engagement, because the beauty and skincare market is crowded with brands producing an abundance of content.

The work turns on trust inside the tight-knit online skincare community rather than broad reach, because the page treats sincere advocacy from skincare obsessives as the route to awareness in a noisy category.

Artisan Council positioned the hero product, Aqua Bomb, as the must-have moisturizer within the online skincare community, building an army of 'loyal belifers' at the grassroots level rather than buying attention.

Artisan Council produced original social content on belif's Korean heritage, pure, natural ingredients and product textures, while an organic influencer program had skincare micro-influencers post about and review belif products, with $0 fees paid to influencers for posted content.

Artisan Council reports 280% Instagram growth over 12 months and 8M reach of organic influencer posts over 6 months, and says the community work produced a market-leading engagement rate that the page does not quantify.

Strategy Breakdown

The tight-knit online skincare community within the wider online beauty community, reached through the 'skincare obsessives' vertical of micro-influencers.
The beauty and skincare market is crowded with brands producing an abundance of content, so belif needed standing inside the online beauty community rather than more output.
Owned content told the story of belif's Korean heritage, pure, natural ingredients and product textures, which gave the brand pillars to stand on rather than trend content alone.
Skincare obsessives already post about and review products they love, so the agency empowered micro-influencers in that vertical to share sincere affection for belif rather than scripted endorsement.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Artisan Council

Participation mechanic

  • Loyal belifers formed a relationship with the brand and encouraged spirited conversation on belif's social channels, so community conversation rather than passive viewing carried the strategy.

Results & Evidence

MetricValue
Influencer Post Reach8M reach
Influencer Fees Paid$0 fees

Why Artisan Council's strategy worked

  1. 1

    An unpaid influencer program can carry reach in a crowded category when it is built on product affection rather than fees, since the agency reports 8M organic influencer reach with $0 paid for posted content.

  2. 2

    Narrowing influencer work to one vertical, here the skincare obsessives, concentrates credibility inside a community that already reviews products, so advocacy lands as peer recommendation rather than sponsorship.

  3. 3

    Anchoring owned content on a single hero product and fixed brand pillars gives a community something consistent to talk about, which the page links to spirited conversation on belif's social channels.

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