Bluemercury Case Study | XOMAD

Bluemercury

XOMAD Drives Targeted Store Traffic for Bluemercury

Campaign

THE CHALLENGE

Bluemercury recruited XOMAD for a controlled pilot program to increase foot traffic and boost in-store sales with influencer marketing. As part of the challenge, Bluemercury paused all other sales/marketing strategies to promote its flagship stores in the Dallas area. The objective was to determine whether XOMAD’s influencers could successfully attract customers and increase purchases of M-61 products.

Our approach

#M61Glow

Activating In-Store Visits and Product Reviews To Drive Sales

XOMAD carefully vetted 28 creators and coordinated in-store visits where they could experience the products firsthand, picking 2 products of their preference and 2 products from Bluemercury’s priority list. The creators crafted authentic content to highlight the effectiveness of Bluemercury’s products, motivating their audiences to visit stores and make purchases. Some influencers included store locator links to make it easier for potential customers to find a nearby Bluemercury location.
Boosting Key Pieces of Content for Specific Target Audiences

5 pieces of creator content were boosted on Meta to the Dallas/Fort Worth area to reach women ages 25-54, and who were surrounding the 3 Bluemercury stores in the area. In total, 611K women ages 25-54 were reached in the Dallas/Fort Worth DMA (or 36.8% of Bluemercury’s potential market)!

The campaign successfully used Instagram Feeds, Stories, and Facebook to maximize reach. Creators generated 113 posts and stories, and 71% of the reached audience viewed multiple pieces of content during the campaign. With an estimated reach of 662K residents in the Dallas/Fort Worth DMA, the campaign outperformed other beauty retailers and drove a significant increase in in-store sales.

Bluemercury noted that XOMAD delivered strong results at both the middle and bottom of the sales funnel, driving customers to specific stores the weekend after the content was published. This pilot program gave Bluemercury valuable demographic insights for future social media strategies.

9.88%

average Instagram engagement rate, 8.09x higher than industry standards for sponsored content.

32%

of campaign comments showed intent to purchase or advocated for Bluemercury’s products.

1.18M

US women (ages 25-54) reached during the 3 weeks of the campaign.

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