CASE STUDY: THE ORDINARY
#RealSkinRealResults Campaign
Client Challenge
The Ordinary, known for its science-led skincare, wanted to boost awareness and trust for its new Niacinamide 10% + Zinc 1% serum. The goal was to target Gen Z and Millennial audiences who were skeptical of skincare claims, looking for affordable yet effective products, and following authentic voices over beauty celebrities.
The challenge was to launch the product organically on social media, use real skin journeys to build credibility, and drive first-time trial and education through micro-creators who could speak honestly to the product's benefits.
Our Approach
1. Curated Micro-Influencer Pool
We partnered with 40 skin-focused micro-influencers (3K–30K followers) across Instagram, TikTok, and YouTube. A diversity-first approach ensured representation across Black, South Asian, and acne-prone creators in niches like skincare education and minimal beauty.
2. Campaign Concept: #RealSkinRealResults
Creators were encouraged to document their skin transformation over 30 days. Deliverables included "Before" and "Final Results" posts, along with progress updates, all using the campaign hashtag and focusing on unfiltered, real experiences.
3. Custom Creator Kits
Each creator received the Niacinamide serum, a results tracker booklet, a handwritten mission note, and a branded headband to encourage authentic demo content.
Results
| Total Micro-Creators Used | 40 |
| Total Organic Reach | 950,000+ |
| Engagement Rate (avg) | 9.1% |
| Total UGC Assets Created | 120+ |
| Increase in DTC Website Traffic | +18% |
| Cost Per Engagement (CPE) | £0.06 |
| Repeat Collaborations | 25 creators re-engaged |
Key Wins
The campaign successfully built community-led credibility by spotlighting skin diversity and real results, driving mass engagement without needing macro talent. The content was later repurposed in retail POS, newsletters, and TikTok Spark Ads, helping to position The Ordinary as a transparent, trust-first brand with younger audiences.
How We Can Do This For You
At Pixel Reach, we understand the power of real voices in beauty. We help brands activate diverse creators who connect with your target customers and turn skincare routines into conversion pipelines.
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