Sally Hansen: Sally Squad
Coty's first consumer advocacy network spanning Instagram, TikTok, Email and Discord, building brand loyalty and exceeding 12-month KPIs by 7% in only 12 weeks
The Brief
Cult was tasked to help raise brand awareness and build social advocacy for Sally Hansen’s, key product launches and retailer activations, as well as bolster their online presence across Instagram, TikTok, Email and Discord, reaching new communities of nail superfans, whilst gathering a bank of quality UGC for them to easily and quickly repurpose for reactive moments across their socials.
What we did
Established the Sally Squad, a community of brand advocates, with a strategy focused on garnering UGC, driving value, and increasing positive brand perception. With a social casting call, we formed a dedicated and engaged community across TikTok, Instagram, IG close friends and Discord, who received exclusive updates, innovation launch drops, and helped shape the brand’s reactive strategy through their insights, as well as being included in IRL events to create live content.
Community
Turning superfans into brand advocates via an online community with 100% engagement on Discord, welcoming a diverse group of beauty-lovers, ranging from 100-1M followers with a combined reach of 3M+, into the Sally Squad. Expanding our members by 30% a month through community outreach, they generated viral content- with the highest 2 videos achieving 6.6M & 1.3M impressions respectively, exceeding 12 month content KPIs by 7% in only 12 weeks.
8x
product launches supported in 10 months
8M+
impressions to date
1000+
pieces of content on #SallySquad on Instagram