Submitted by HireInfluenceAgency IPI Score 52/100

#SpotThePatch

Influencer Marketing

HireInfluence had beauty creators challenge followers to find JOAH Beauty's near-invisible Heal Me CICA Spot Patch on their faces, reporting 4M impressions.

3.1MReach
14.4KClicks
4MImpressions
4MVideo views

About the campaign

JOAH Beauty needed to build buzz among beauty enthusiasts for its Heal Me CICA Spot Patch, a blemish patch whose selling point, being nearly invisible on skin, is exactly what a static product shot cannot demonstrate. In a crowded, low-price category, HireInfluence turned that difficulty into the mechanic: if the patch is subtle enough that viewers struggle to find it, the search itself becomes the product demonstration.

The #SpotThePatch idea was an interactive challenge in which followers were asked to spot the concealed patches on influencers' faces. HireInfluence curated beauty and lifestyle creators matched to young women interested in skincare and makeup, who wore the patch on camera and fronted the challenge in short-form video on TikTok and Instagram Reels.

Asking viewers to actively hunt for the patch converted passive scrolling into participation, and every failed search reinforced the concealment claim while doubling as an explainer on the product's centella asiatica and tea tree ingredients. Content ran on TikTok and Instagram, and HireInfluence reports 4M impressions, 3.1M reach, 4M video views and 14.4K clicks. All figures come from the agency's own project page, echoed by a marketplace listing; the metrics are delivery and engagement signals only, with no sales, conversion or brand-lift data, and the launch date, budget and number of creators are not stated.

Case in 60 seconds

JOAH Beauty needed to build buzz among beauty enthusiasts for its Heal Me CICA Spot Patch, a blemish patch whose selling point, being nearly invisible on skin, is hard to show in a social feed.

If the patch is subtle enough that viewers struggle to find it, the search itself becomes the product demonstration.

#SpotThePatch, an interactive challenge in which followers were asked to spot the concealed patches on influencers' faces.

HireInfluence curated beauty and lifestyle influencers matched to young women interested in skincare, who created challenge content shared on TikTok and Instagram Reels.

The agency reports 4M impressions, 3.1M reach, 4M video views and 14.4K clicks. No independent source verifies these figures and no commercial outcomes are disclosed.

Strategy Breakdown

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

Young women interested in skincare and makeup, reached through beauty and lifestyle creators whose content already served that audience.
Based on the available evidence, the campaign played on a familiar beauty tension: people want blemish treatment they can wear in public without it being seen, and that claim is hard to prove in conventional advertising.
Spot patches are a crowded, low-price skincare category where the key benefit, discreet wear, is exactly what a static product shot cannot demonstrate.
JOAH Beauty positioned the Heal Me CICA Spot Patch as a conceal-and-heal product, using centella asiatica and tea tree extract to soothe skin while covering imperfections.
Asking viewers to actively hunt for the patch converts passive scrolling into participation, and every failed search reinforces the concealment claim.

Creative & Execution System

Assets & channels

  • Short-form influencer video on TikTok
  • Instagram Reels
  • Campaign sizzle reel on the agency's project page

Partners

  • Beauty and lifestyle influencers curated by HireInfluence

Participation mechanic

  • Followers asked to spot the concealed patches on influencers' faces

Creator role

  • Wore the Heal Me CICA Spot Patch on camera and fronted the spot-the-patch challenge

Results & Evidence

MetricValueResult typeConfidence
Impressions4MdeliveryAgency reported
Reach3.1MdeliveryAgency reported
Video views4MengagementAgency reported
Clicks14.4KtrafficAgency reported

Why HireInfluence's strategy worked

  1. 1

    The mechanic carried the proof: asking viewers to find a near-invisible patch demonstrates the concealment claim more convincingly than stating it.

  2. 2

    Matching creators to a defined audience, young women interested in skincare and makeup, gave the challenge a relevant participant pool rather than generic reach.

  3. 3

    Short-form video on TikTok and Instagram Reels suits a quick visual game, which is where the campaign's 4M reported video views were generated.

  4. 4

    Participation formats can educate and engage at the same time; the challenge doubled as a product explainer on ingredients and use.

Related Case studies