Women in three panels hold CoverGirl Clean Invisible foundation tubes; caption "First, let’s find my perfect shade!"
Submitted by Digital Voices

CoverGirl Clean Invisible Foundation Gen-Z Creator Campaign

Influencer Marketing

Digital Voices commissioned content from 12 micro to macro creators across TikTok, Instagram and YouTube for CoverGirl Clean Invisible Foundation, and reports 2.4M organic views.

2.4MOrganic Views
3.95%Engagement Rate
$245KEMV
97%Positive Comment Share

Case in 60 seconds

CoverGirl wanted to reignite the momentum of Clean Invisible Foundation, which meant building awareness and engagement among Gen-Z consumers, particularly within US Hispanic and Black/African American communities, rather than across a general audience.

The campaign turns on cultural proximity rather than follower scale, because Digital Voices cast creators by niche, as cultural tastemakers, everyday beauty storytellers and community leaders, which carries the product into specific communities through voices they already follow.

Digital Voices built the work around creator roles rather than a single format, pairing cultural tastemakers, everyday beauty storytellers and lifestyle and community leaders so CoverGirl showed up in an authentic way inside each niche.

Digital Voices commissioned 12 micro to macro creators across Instagram, TikTok and YouTube for dedicated videos or mentions, encouraging them to be fun and relatable, while the listed services also cover usage rights, repurposing and paid advertising.

Digital Voices reports 2.4m organic views against its guarantee, a 3.95% engagement rate against the industry range, $245k EMV and 97% positive comment sentiment, although how the EMV was calculated is not stated.

Strategy Breakdown

Gen-Z consumers in the United States, particularly within US Hispanic and Black/African American communities.
The brief was to reignite momentum for an existing foundation rather than introduce a new one, so the work had to give Gen-Z consumers fresh reasons to pay attention to a product already on the market.
CoverGirl is placed inside community conversations rather than above them, since Digital Voices briefed creators to be fun and relatable and to showcase the brand in an authentic way.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram
  • YouTube

Partners

  • Digital Voices

Results & Evidence

MetricValue
Organic Views2.4M organic views
Engagement Rate3.95% engagement rate
EMV$245K EMV
Positive Comment Share97% positive sentiment
Creators Commissioned12 creators

Why Digital Voices' strategy worked

  1. 1

    Casting by community role rather than by follower tier lets a brand spread one product message across distinct audiences, because each creator carries it in the register their own niche already expects.

  2. 2

    Giving creators room to be fun and relatable rather than scripted protects the authenticity a Gen-Z audience looks for, which matters most when a brand is trying to restart interest in an existing product.

  3. 3

    Securing usage rights alongside organic content lets the strongest creator posts be repurposed into paid advertising, so the spend buys a content library rather than a single round of posts.

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