ANASTASIA BEVERLY HILLS CASE STUDIES
AR Shopping on Instagram
In 2020 after facing a global shutdown of retailers due to the pandemic, sales were coming to an all-time low and the team was challenged with new ways to create revenue.
This was truly the moment Robyn had been waiting for her whole career: all eyes on social đź‘€
By leveraging the brands tight-knit relationship with Instagram, Robyn was able to implement AR Shopping for Anastasia Beverly Hills so customers could try on makeup virtually via face filters.
It took 6-weeks to get the project live, and Robyn was able to increase social rev from $25K to $100K with $0 ad spend within the first month of having this feature live.
AMREZY Shop the Drop on Instagram
As a partner of Instagram’s Alpha Advisory Program (in the event you’re thinking, “what’s that?” – it’s a select group of the top 20 brands in the world hand-picked by Instagram that is leveraged to test, gather feedback, and roll out new features across the platform before releasing them publicly), Anastasia of Beverly Hills was allowed to help roll out IG Shopping + all of its commerce features.
At the end of 2019, the brand was given the opportunity to feature the app’s first-ever product tags and play around with their shopping push notifications in-app. This essentially previewed new products to consumers before the sale date, allowing them to sign-up for reminders, and receive push notifications to shop directly in the Instagram app on the product’s launch date.
To test the “shop” functionality, Robyn knew there was no better launch than the upcoming influencer collab with Amrezy, a limited-edition palette that was sure to sell out. Leveraging Amrezy’s influence (1M on IG) would only contribute to the success of this campaign, so she created an entire strategy around capturing the attention of both Amra’s and ABH’s audiences, making the palette available one week early, exclusively on IG. The campaign had five distinct touchpoints:
Amrezy told fans she had been working on something special and couldn’t wait to share the news with them. To build excitement, we set an announcement time on her Instagram 24 hours later.
At the second touch point, Amra unveiled the news about her ABH x Amrezy Collab without revealing the product. Instead, just a tag to the ABH Instagram page, which allowed Robyn to regram Amra’s news on ABH, leveraging both audiences to get this campaign started and telling fans to stay tuned for a special announcement from both accounts.
The third touchpoint took place on ABH’s channel, where Amra did a takeover and revealed the palette to consumers. Then, Robyn had her explain the new product tag/shopping notification functionality and tell fans to set reminders for the drop at 9 am PST three days later.
Amrezy regram’d ABH’s posts on her own account using a “countdown product tag,” which also allowed her community to send a push notification to shop the drop.
Twenty-four hours before the drop, both accounts went live with another countdown product tag alerting customers they could have early access to this pallet at 9 am PST on Monday.
Finally, on Monday at 9 am PST, product launch content went live with product tags on Instagram feed + Instagram Stories from both ABH and Amrezy’s accounts.
Within 5 minutes, we sold over $500,000 units of product (roughly 15K palettes) and turned the sale off.
In leveraging Amrezy’s community of 1M followers and bolstering excitement there before engaging ABH’s massive community, Robyn was able to create extreme buzz in a new way for the brand and open up an entirely new revenue stream using Instagram Shopping.