How an Australian beauty brand leverages creators to drive retail and conquer new markets
Success story
MCoBeauty is Australia’s leading luxe-for-less, cruelty-free beauty brand. As a retail-led company, most of MCoBeauty’s sales come from the shelves of over 1,000 brick-and-mortar locations throughout Australia and New Zealand. The company prioritizes influencer marketing to support its retail and online sales, and plans to scale its program as it targets expansion into the United States.
The challenge
Finding success at home and abroad
MCoBeauty has enjoyed significant growth in Australia since 2022. And with its plan to conquer new international markets relying so heavily on the influencer marketing team in 2024, MCoBeauty needs to ensure the program keeps clicking on all cylinders.
To get the most out of their influencer marketing efforts, MCoBeauty needs a way to:
- Organize creator content. With such a large creator roster, MCoBeauty needs a simple solution for organizing creator content it can repurpose as retail collateral and on social media, its website, and other marketing channels.
- Simplify the product shipping process. There is just no time to pack boxes by hand and ship products individually when working with 300+ creators.
- Track conversions. MCoBeauty needs a simple solution for staying on top of which creators drive the most value for the brand.
- Report on success. Collecting data is critical to making informed decisions tol help MCoBeauty continue to scale its program and grow its business.
We have invested so much time and effort into getting our [influencer marketing] processes right, and [GRIN] is going to allow us to be able to scale what we’re doing.
Nicole Roberts
Influencer and Talent Manager at MCoBeauty
The solution
A platform built to scale
MCoBeauty relies on GRIN’s leading Creator Management platform to get more done in less time so the team can focus their energy on big-picture goals. With a full suite of automation tools at their fingertips, the influencer marketing team has everything they need to keep a strong presence in Australia while building awareness in new markets.
With GRIN, MCoBeauty has access to:
Organized content
MCoBeauty gets alerted each time a creator posts. That content gets filed into an organized content library the team can pull from when it’s time to repurpose across other marketing channels.
Ecommerce integrations
GRIN’s seamless ecommerce integrations enable MCoBeauty’s team to fulfill product orders in just a few clicks. No more packing parties!
Bulk affiliate links
With GRIN, MCoBeauty can create links and codes at scale to track the success of its creator content.
Live reporting
GRIN provides comprehensive data on creator, campaign, and program success so MCoBeauty can see how its strategies are playing out in real-time.
Custom landing pages
GRIN provides MCoBeauty with custom, on-brand Landing Pages it can use on its website to help recruit more high-performing creators to its program.
Tracking content and reporting [in GRIN] is really really what allows us to make data-driven decisions in terms of strategy and how we’re shaping up our campaigns.
Nicole Roberts
Influencer and Talent Manager at MCoBeauty
The results
Why GRIN?
MCoBeauty’s ambitious 2024 expansion goals require a creator management platform built to help brands scale. With its ability to streamline complex and tedious workflows, GRIN ensures rapid growth and widespread brand recognition. By leveraging GRIN’s best-in-class technology, MCoBeauty can confidently navigate the path to success in 2024 and beyond.
15+
successful creator campaigns
300+
active creator partnerships
350+
creator-generated content pieces
So much of our business relies on the influencer marketing team. And infiltrating into the social media space, with support from GRIN, has been a lot of what has helped us achieve such incredible growth and such success.
Nicole Roberts
Influencer and Talent Manager at MCoBeauty
