Founded in 2013, Swedish brand FOREO is the world’s leading provider of beauty tech products. Often described as the Apple of the skincare industry, FOREO has quickly grown from two employees to over 3000 in just five years, with more than 20 million customers worldwide. Short for “For Everyone,” FOREO exists to inspire self-confidence and deliver professional level solutions for all. Their best selling products include the LUNA facial brush, UFO, Espada, ISSA 2 toothbrush, and more.
FOREO aimed to promote the UFO and LUNA fofo to current consumers and new audiences by increasing awareness and fostering excitement for the new products.
Vocal for Brands’ Solution
Vocal and FOREO partnered to create an authentic campaign which connected beauty-focused readers on Vocal’s network with FOREO’s rapidly-growing brand. The community of creators on Vocal passionate about makeup, beauty, and skincare proved to be a receptive audience for FOREO’s new products.
Vocal paired FOREO with an existing creator on Blush to create the content for a series of campaign stories, and this creator proved to be the perfect person to promote FOREO’s products. The campaign stories, I Tested The FOREO UFO and It Gave Me Skin That’s Out Of This World and I Tried The FOREO LUNA fofo And It Changed How I See My Skin, provided readers with detailed reviews of FOREO’s products to drive awareness and inform consumers, while the timely story The Black Friday Roundup: 12 Beauty Investments You Need To Buy capitalized on Black Friday sales and featured FOREO’s products in the style of a reader-friendly listicle. The stories were informative for FOREO’s current audience, while audiences on the Blush community were excited to discover the brand and showed significant interest in the products.
During the campaign period, FOREO’s website received a 8.4% click through from Vocal’s branded stories—nearly 33x the industry standard CTR for branded content.
The branded content campaign’s initial goal included a Vocal read reach of 25k reads. The campaign exceeded this benchmark by over 10k, resulting in 36,500 engaged readers in the short promotional period.
Despite the fact that the promotional period has ended, the campaign content has lifetime value on Vocal. This means that as potential FOREO consumers continue to query “FOREO UFO Review” or “FOREO LUNA fofo Review” in Google, the brand will continue to see value in the content as the stories continue to drive brand awareness, brand lift, and conversions.
By partnering with Vocal for its Winter 2018 campaign, FOREO drove awareness and conversions for its product line to new and existing audiences. With 36,500 reads, an average CTR of 8.4%, and an interactive female audience representing 97% of total engagement, the branded content campaign successfully resonated with Blush creators and readers.