Submitted by Finnet Media

How we helped Plum Beauty create year-end buzz with #10MnBrightFaces campaign

Finnet Media built a Gen-Z year-end celebration for Plum around the #10MnBrightFaces idea, running 25 activations that the agency reports drew 7 Million+ total views.

25Activations
2.5%Eng.Rate
25,000+Total Likes
7M+Total Views

Case in 60 seconds

Plum wanted to celebrate its year-end sales performance and read as fun and relevant to Gen-Z, which was hard because almost every beauty and skincare brand already runs influencer marketing and posts competitively good social content.

The campaign appears to turn on the reading that a sales milestone only travels with Gen-Z audiences when it is retold as internet culture, because a number announced in brand voice invites no participation while a meme, a skit or a creator's own joke does.

One unified creative message, #10MnBrightFaces, that reframed the year-end milestone as a community celebration of the customers behind it rather than as a performance statement issued by the brand.

Finnet Media ran the campaign on Instagram with AI videos, drama skits, Reels about the December sale and memes, plus weekly organic formats and series produced in-house, and activated dozens of lifestyle influencers on the #10MnBrightFaces message while letting each keep their natural style.

Finnet Media reports 7 Million+ total views, 25,000+ total likes, 25 activations and a 2.5% engagement rate, and credits the engagement to content that was native to the platform and relevant to consumers.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Gen-Z women aged 18-35 interested in clean beauty.
Gen-Z audiences treat brand milestone announcements as advertising, so Plum's year-end success had to arrive as a meme, a skit or a creator's own bit rather than as a claim the brand made about itself.
The page states that almost every beauty and skincare brand already runs influencer marketing and posts competitively good content, so creator activity alone was table stakes and differentiation had to come from how creators were briefed.
Plum set the message and the occasion, the December sale, and then stepped back from the execution, which positioned the brand as the host of a celebration rather than the author of every post.
Based on the available evidence, the campaign assumes audiences recognise a templated brand brief on sight, so letting influencers do their thing in their own way was treated as the condition for the content reading as native to the platform.

Creative & Execution System

Assets & channels

  • Instagram
  • AI videos
  • Reels
  • drama skits
  • memes

Partners

  • Finnet Media (lead_agency)

Creator role

  • anushkatyagi.02 — creator
  • nonusphere — creator
  • tarinily — creator
  • dozens of influencers across lifestyle categories

Results & Evidence

MetricValueResult type
Activations25performance
Eng.Rate2.5%performance
Total Likes25,000+performance
Total Views7 Million+video_views

Why Finnet Media's strategy worked

  1. 1

    Fixing the message and freeing the format is a workable way to brief at scale, because a single hashtag carries the brand consistency while each creator's own style carries the credibility that a uniform brief would strip out.

  2. 2

    A commercial milestone can serve as campaign material when it is recast as something the audience achieved together, since #10MnBrightFaces counts customers rather than sales and gives the community a reason to appear in the story.

  3. 3

    Pairing paid creator activations with a weekly in-house stream of organic formats appears to keep a sale-period campaign in feed between influencer posts, which matters in a category where competitors post competitively good content continuously.

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