As the Vice President of Her Campus Media at the UC Berkeley Chapter, my team and I were privileged to be among the first to receive Fenty Beauty's newest product - the Hella Thicc Volumizing Mascara.
Why? To generate a buzz around Fenty Beauty's newest launch on TikTok.
Keep reading to learn more about the campaign!
We received 200 samples of the Hella Thicc Volumizing Mascara to distribute among our organization members, campus students, and their friends.
To encourage user-generated content, Fenty Beauty offered fun incentives to those who made a TikTok video reviewing the mascara. Incentives included a feature on the official Instagram page and make-up products.
To ensure that every participant was well-informed and ready to contribute to our collective mission, I put together a comprehensive brief that outlined our campaign's guidelines. I also created an interest form, and collaborated with Her Campus’s social media coordinator to conduct a social media workshop. This session covered the basics of TikTok, including the use of royalty-free music, strategic hashtag implementation, and more.
I provided content inspiration points and encouraged participants, myself included, to create authentic TikTok content showing the 'before and after' effects of the Hella Thicc Volumizing Mascara.
Additionally, participants were required to follow @fentybeauty and @hcberkeley and to include the hashtags #HellaThiccSample and #giveaway in their posts. The use of royalty-free music was also mandated to ensure that the content complied with TikTok's guidelines.
The result? The campaign was a tremendous success. It led to the creation of over 70 user-generated videos and garnered more than 20,000 views, enhancing Fenty Beauty's visibility and the reach of its latest product.
To conclude…
As the leader of a 25-member project team, my responsibilities were multifaceted, playing a vital role in the successful execution of the campaign:
A big thank you to Fenty Beauty for their trust and partnership. This collaboration presented a wonderful opportunity and provided a creative outlet for numerous beauty enthusiasts.
Now, don't stop here! Scroll down to watch some of the amazing TikTok videos that our talented participants created during the campaign. Enjoy the creativity inspired by the Hella Thicc Volumizing Mascara!
