CASE STUDY: SHEIN
#SHEINHaul Summer Edition
Brand
SHEIN
Focus
Summer Collection
Duration
4 Weeks
Target
Gen Z & Millennials
The Challenge
SHEIN wanted to promote its new summer fashion collection while maintaining a cost-effective influencer budget, reaching a wide but niche audience within the Gen Z & Millennial demographics, and increasing authentic user-generated content (UGC) for their own social media channels.
Despite its popularity, SHEIN was facing growing competition and wanted to remind its core audience why they were the go-to for fast, affordable fashion. The primary objectives were to generate high engagement, not just impressions, and drive trackable clicks and sales.
Our Approach
Our agency curated a micro-influencer strategy built around trust, niche appeal, and high engagement.
Influencer Selection
- Total Influencers: 75 micro-influencers (5K–50K followers)
- Niches: Fashion, lifestyle, body positivity, modest fashion, and college life
- Locations: UK (45%) and US (55%)
- Diversity Focus: Ensured inclusivity in body types, ethnicities, and style
Campaign Format
- Theme: “What’s in My SHEIN Summer Wardrobe?”
- Deliverables: 1x Instagram Reel or TikTok Haul, 1x IG Story series with UTM links, 1x static Instagram post.
- Creative Freedom: A light-touch review process allowed for authenticity.
Results
Total Impressions
4.2M
Average Engagement
4.3%
Website Clicks
62,000+
Campaign ROI
4.8x
Total Attributed Sales
£98,000+
Key Takeaways
1. Micro-influencers deliver stronger ROI. They consistently provide better engagement and conversion rates than macro-influencers for fast-fashion brands.
2. UGC-first strategies fuel brand love. This approach not only drives sales but also creates a valuable library of reusable, authentic content.
3. Diversity increases trust. The use of relatable and diverse creators increased follower interaction and brand trust across multiple regions.
"This SHEIN campaign shows how well-curated micro-influencer campaigns can outperform big-budget macro strategies. By pairing smart gifting, light structure, and performance-based incentives, we helped the brand drive real results and create a long-lasting content library."