Jar of NeoCell "Super Collagen" powder lying among halved grapefruits, oranges, a lemon and a lime on a white surface
Submitted by XOMAD

NeoCell #CBeautyWithin

Influencer Marketing

XOMAD ran an influencer program for NeoCell that pushed existing and new users toward Whole Foods Market, and the agency reports 370 Million Impressions.

370MImpressions
9.78%top engagement rate
840,000accounts reached by 2+ posts
+62%engagement lift vs Instagram norm

Case in 60 seconds

NeoCell needed both existing and new users routed to Whole Foods Market to buy the product, so awareness alone was not enough because the campaign had to land on one retailer.

The campaign appears to turn on beauty from within as its organizing idea, because a benefit taken internally is easier for creators to narrate as personal routine rather than as product demonstration.

The organizing thesis was beauty from within, carried under #CBeautyWithin, with seeded product and influencer-led events focusing every voice on one message rather than on separate creative briefs.

70+ influencers, seeded with product and running influencer-led events, directed existing and new NeoCell users to Whole Foods Market, while a small group joined an insights survey covering social strategy, innovation, packaging and product awareness.

XOMAD reports 370 Million Impressions, 970+ Social Posts and a 9.78% top engagement rate, with over 840,000 accounts seeing two or more posts from different influencers and engagement 62% higher than branded Instagram standards.

Strategy Breakdown

Existing and new NeoCell users, reached through beauty from within messaging and pointed to Whole Foods Market as the place to buy.
Beauty taken internally sits against a category that mostly performs on the surface, so the work had to be argued through routine and result rather than through anything visible being applied on camera.
The purchase happens in a store aisle, so awareness had to travel with a named retailer attached, and the page states that all seeded influencers drove traffic to Whole Foods.
NeoCell appears to sit behind the beauty from within claim rather than as the subject of the posts, which lets creators carry the message as personal routine while the product stays the reason it holds.
Based on the available evidence, the 840,000 figure measures repeated exposure from different creators rather than repetition from one account, which suggests the roster was sized for overlapping audiences rather than for combined following.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • XOMAD

Results & Evidence

MetricValue
Impressions370 Million
Top Engagement Rate9.78%
Accounts Reached by 2+ PostsOver 840,000 accounts saw two or more campaign posts from different influencers.
Engagement Lift vs Instagram NormThe campaign engagement was 62% higher than the industry standards for branded Instagram content.
Social Posts970+
Influencers70+ influencers increased brand awareness and directed all existing and new NeoCell users to Whole Foods Market to purchase the product.

Why XOMAD's strategy worked

  1. 1

    Frequency across a roster does work a single post cannot, because the 840,000 accounts cited saw two or more posts from different influencers and were reached by overlap between creators rather than by one following.

  2. 2

    Naming a retailer inside the message gives creators a concrete next step, which is why the comments the agency quotes read as intent to buy at Whole Foods rather than as approval of the product in the abstract.

  3. 3

    Routing part of a roster into an insights survey turns bought reach into research, so the same activation returned knowledge on social strategy, innovation, packaging and product awareness alongside its media figures.

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