Netflix’s Love on the Spectrum returned for its third season and brought with it one of the most beloved men on the planet right now - Tanner Smith.
Tanner, a cast member and social media influencer, was a total ray of sunshine on the show and won the hearts of so many viewers at home. He now has well over 500,000 followers on Instagram and even made an appearance on The Kelly Clarkson Show.
Since the show premiered, Smith’s Instagram has skyrocketed, and according to Path Social, his account has a huge 21% engagement rate. He’s been posting content that brings awareness to autism and promotes “joy,” as per his Instagram bio.
Behind the Sephora x Tanner Smith influencer marketing campaign
Sephora’s new collaboration with Smith takes the prize as one of the most heartwarming campaigns of the year.
In an Instagram video, Smith explores Sephora products and opens up about his mum and two sisters for whom he is shopping.
“My sister likes wearing makeup because it makes her feel even more pretty than she already is,” Smith says.
The short video shows Tanner picking out sunscreen, lipgloss and skin care products for his family and touches on what kind of life he wants for himself as an autistic man.
Why was the campaign successful?
The Sephora x Tanner Smith campaign was successful for a multitude of reasons.
It perfectly aligned with Smith’s brand
Smith’s social media presence is all about positivity, love and inclusivity. The collaboration was able to showcase these qualities in him, and in turn, Sephora. It was a campaign that felt natural and authentic to Smith’s personality.
Autism representation
Smith is a huge advocate for autism awareness, and his campaign with Sephora launched on Autism Awareness Day, 2nd April. Not only was it promoting a brand, but also bringing attention to a cause close to Smith’s heart.
A different face representing Sephora
In the spirit of inclusivity, it was refreshing to see a different face representing Sephora. According to SimilarWeb, over 78% of Sephora shoppers are female, with the majority being Gen Z and millennials.
He received a skin analysis of his own, and talked viewers through his skincare routine - breaking stereotypes of who should shop at Sephora.
Having male representation expands Sephora’s target demographic. Men are statistically less likely to shop there, but the campaign proved that the store really is for anyone.
Showcasing a range of products
In the campaign, Smith explored a wide range of departments from beauty to skincare, showcasing the vast collection of products on offer in Sephora. Smith picked out a Summer Fridays lipgloss for his sister, a Caudalie serum for his mother, and a NARS lip plumper for his younger sister, showing that Sephora caters to customers of all ages, skin types and preferences.
What can influencer marketers learn from the Tanner x Sephora campaign?
Above all, influencer marketers can take note of the power of authenticity. Creating a campaign that aligned with Smith’s autism awareness mission, showcasing his wholesome personality and breaking down gender barriers all in the bounds of a Sephora store made for a truly perfect campaign.
