Boosting Conversions for NARS Year End Wrapped Influencer Campaign

TLDR

NARS UK collaborated with Comet to create micro-stores for their year-end influencer marketing campaigns. NARS UK identified two influencer partners who promoted their co-branded micro-stores via Instagram Stories. The micro-stores built with Comet featured the partners’ favorite NARS products and provided a streamlined check-out experience leveraging a mobile first storefront, auto-applied discounts and ApplePay check-out. The campaign achieved a XX% conversion uplifts vs. comparable campaigns while providing an easier and innovative way to collaborate with influencer partners at scale.

Challenge

NARS is an iconic French cosmetics brand and part of the Shiseido Group, one of the largest and most established cosmetics companies across the globe. The NARS UK team has been leading several social commerce initiatives and decided to partner with Comet in order to turn their influencer channel into a more performance driven incremental revenue channel, and provide their customers with more engaging, video-led shopping experiences that they could not easily implement on their Salesforce Commerce Cloud storefront.

More specifically, NARS UK was looking for ways to:

1. Further established influencer as a performance rather than awareness channel.
2. Provide a seamless social commerce experience from initial impression to checkout.
3. Improve measurement of influencer-led campaign impact.

Solution

NARS UK partnered with Comet to create custom micro-stores for several external influencer partners as part of their year end campaign. Each micro-store featured:

• Seamless transition from Instagram Stories to the micro-storefront.
• Curated product selections tailored to each influencer’s preferences and audience.
• Integrated video content to keep users engaged.
• One-click checkout experience with discounts auto-applied in the cart.

While collaborating with trusted influencers, NARS UK made sure they simplified the shopping journey and optimized checkout to reduce friction and drive higher conversions. With the help of Comet, they aimed to enhance the social commerce experience and drive more sales.

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Results

The NARS UK's Micro-Stores for co-branded campaigns showcased the power of optimization in influencer-led social commerce ads, delivering strong engagement and conversion results:

Higher engagement and purchase intentThe seamless transition from Instagram Stories to the Micro-Stores led to strong add-to-cart rates (up to 30%) and checkout initiation rates (up to 17%), surpassing industry benchmarks.

Conversion rate upliftThe campaign demonstrated a notable increase in CVR across both influencer storefronts, delivering an X% overall blended conversion rate.

Resources saved
NARS UK was able to design and deploy the highly personalized shopping experiences within hours without requiring developer or designer resources, using the power of Comet’s no-code editor and rich template library.

These results highlight the effectiveness of micro-stores in influencer-driven campaigns, proving that streamlined post-click experiences with auto-applied discounts can drive higher engagement and stronger conversions, while also improving the overall shopping experience for customers.