Refy paid 12 creators to post reviews with zero brand approval for a new product launch. In the spirit of honesty, Refy took a gamble by giving creators full control over their paid posts about the new Skin Base Skin Tint. One creator the brand reached out to is Kayla Ryan (1.3M followers) who actually gave Refy products negative reviews in the past—looking to prove their new product holds up. While Refy’s head of brand said they hoped more influencers had shared the premise of the partnership (only two of them did), word of the campaign spread with one creator’s video that has 500K views. Refy saw the video and then paid that creator to post the exact campaign brief. The campaign seemed to be successful, considering others started posting organic reviews of the skin tint, which sold “above forecast by 200%.” YPulse has long said young people trust smaller influencers especially for sharing true feelings about products—not just positive reviews for ad payouts. (Glossy)
👀 Read more from YPulse: This Is Who Gen Z Trusts Most for Beauty Recommendations
