Beauty brand Glossier created a body-positive campaign to promote its new “Body Hero” products. Its combined digital efforts garnered an impressive amount of Earned Media Value in just one week.
The campaign features five models from different walks of life and different body types, all posing in the nude. Body Hero is modeled by plus-sized model Paloma Elsesser, a very pregnant Swin Cash (retired basketball player and Olympic Gold medalist), Trialspark clinical research coordinator and influencer Mekdes Mersha, LPA clothing brand creative director Lara Pia Arrobio and Tyler Haney, founder of sportswear brand Outdoor Voices.
According to the campaign’s PR language, Body Hero is an oil-based body wash and lotion combo that “immediately perfects and enhances the look of skin, tightens and smooths skin’s surface, increases skin’s elasticity and melts in for all-day hydration.”
Glossier has already created a cult-like following for its beauty products thanks to an active social media presence largely because of its charismatic founder, former model and Vogue fashion assistant Emily Weiss. Now loyal and new consumers alike are praising the campaign for its body-positive messaging.
Elsesser wrote that she cried three times before the shoot because of insecurity, but kept telling herself that the photos would allow her to “be of service.”
“I did this to show that being fat isn’t a burden. Being fat isn’t ugly or shameful. To prove to one person that it isn’t brave to be fat, but bountiful,” Elsesser wrote on Instagram. “And for that young girl looking on Instagram, or walking down Spring St., that she is fucking perfect despite the precarious and irresponsible versions of beauty we are urged to digest.”
Elsesser made waves last summer when she modeled sports bras for Nike—a tastefully low-key acknowledgment that curvy women work out, too.
We calculated the earned media value from posts about Glossier and Body Hero from when the campaign began on September 13 to September 22.
“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, the Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties. (Editor’s note: AListDaily is the publishing arm of Ayzenberg Group. To read the updated AEMVI report reflecting the rapid changes in social, click here.)
Since the Body Hero campaign launched on September 13, the hashtag #Glossier has been used 3,536 times across Facebook, Twitter and Instagram. The hashtag #BodyHero has been mentioned 741 times and there were 378 mentions of the two hashtags together. Together with other engagements across these platforms, the total EMV is calculated at $33,439.49.
The top driver for this engagement was the Body Hero announcement on Instagram, which has received nearly 39,000 likes to date. Instagram continues to be a strong engagement platform for beauty brands, who can easily “show, not tell” with the help of influencers.
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