#ReadyToimPRESS

The #ReadyToimPRESS campaign was centered around the launch of the imPRESS Premium Collection Press-On Nails. This new collection provides customers with the most high-fashion and trendiest manicures that complete every upscale look. To highlight the quality, detail, and ease of use, we partnered with busy, high-end fashion influencers in honor of and surrounding NYFW 2023. Each influencer’s content showcased a NYFW-ready outfit, complete with matching nails from the imPRESS Premium Collection. The dedicated video footage focused on educating audiences on the quality and convenience of using imPRESS press-on nails while demonstrating how to properly apply the nails through a simple four-step process. This approach showed audiences how they could stay on-trend and be #ReadyToimPRESS without spending tons of time and money on their nails in a salon. The call-to-action directed audiences to try for themselves and purchase the new collection through a unique influencer link.
The influencers utilized for this campaign were all about luxury, daily life, and fashion. Their content included recommendations, tips, and fashion hacks which made them trusted influencers when it came to showcasing imPRESS premium nails as their go- to nail hack! These influencers aligned perfectly with the objective of driving awareness and traffic to the imPRESS website for purchase. The age range of 18 to 34 was our biggest audience for this campaign, making up 76% of the audience. This positioned the imPRESS Premium Collection in front of Gen Z and young Millennial audiences who are likely to take notes on must-have items related to beauty and fashion.
The campaign resulted in 15.4M impressions via organic and paid efforts combined, with a reach of 9.8M individuals. Our goal for the campaign was 4M to 6M total impressions, and we are pleased to have exceeded the high end of our projection by close to 10M impressions. The content piece that garnered the highest organic impressions were the Instagram Stories, which had over 649K impressions total. With paid media impressions included, the Reels garnered the most impressions combined at over 8.2M impressions, making up half of the total impressions for the entire campaign.