In this brand new series titled So-Fire’s Hot Campaigns, hosted by Sofia Aira (if you couldn't tell), I’ll be deep-diving into what makes an influencer marketing campaign uber successful, or hot, if you will.

In today’s industry, we know that standing out requires more than just a good product. It takes a savvy approach to marketing, and it also takes the right influencer.

One brand that’s managed to do this exceptionally well is rhode skin, founded by model and entrepreneur Hailey Bieber. Their recent launch of the Lemontini Peptide Lip Tint is a perfect case study in how utilising their founder/born trendsetter influencer can result in masses of sales.

Here’s why the launch has been so successful and what other brands and influencers can learn from it.

The product: Lemontini Peptide Lip Tint

Let’s start with the product itself. The Lemontini Peptide Lip Tint is a simple, yet clever addition to rhode skin’s lineup. Her peptide lip tints have always been genius, being made with ingredients known for their ability to plump and smooth skin. These combine both the clean girl aesthetic and the current plump lip craze. 

The power of Hailey Bieber’s influence

Of course, none of this would have worked quite as well without Hailey Bieber behind it. Not only is she the face of Rhode Skin, but she’s also the driving force behind its marketing efforts. With millions of followers across social media, Hailey’s presence has been a game-changer for the brand. Bieber is known as a trendsetter, whether it’s glazed doughnut nails or the clean girl aesthetic. Now, instead of embracing this summer’s butter yellow trend, she’s put her own spin on it and made everybody go wild for lemon yellow. A simple change, but effective results.

Unlike some celebrity endorsements that feel detached, Hailey’s promotion of rhode skin feels genuine. She shares everything from her daily skincare routine to "get ready with me" videos, creating a relatable narrative for her followers. 

For them, the Lemontini Lip Tint is a product Bieber seems to genuinely care about, and use every day. It’s one of the best ways to win over your customers.

Tapping into micro-influencers for greater reach

While Bieber’s own social media presence is certainly a big part of rhode skin’s success, the brand has also been clever in working with micro-influencers. These creators, with smaller but highly engaged followings, are more likely to be trusted by their audiences. rhode’s campaign included influencers who spoke directly to niche communities, whether that’s beauty enthusiasts, wellness advocates, or eco-conscious consumers.

Micro-influencers can create deeper, more authentic connections with their followers, which leads to higher engagement and, ultimately, more sales. For rhode, it was about ensuring the message felt real and personal.

User-generated content

A standout part of Rhode Skin’s marketing strategy was their focus on user-generated content. By encouraging their customers and followers to share their own experiences with the Lemontini Lip Tint, Rhode Skin created a snowball of organic content. Whether through Instagram posts, TikTok videos, or Stories, customers started to show how they used the product, and that quickly became a massive part of the campaign’s success.

When they see others genuinely enjoying the Lemontini Lip Tint and sharing their results, it fosters a sense of community and authenticity that’s hard to replicate with traditional advertising, or even through an influencer.

The Lemontini Peptide Lip Tint hit the market at the ideal moment: In the midst of a colourful, yet minimalist summer. The lip tint, with its skincare-infused formula and subtle colour, tapped into effortless beauty.

On top of that, the citrus-inspired lemontini theme adds a playful touch that fits well with the boiling hot summer we’re having right now. It feels fresh, vibrant, and in tune with what many beauty consumers are after right now: products that are both effective and fun.

And, as previously mentioned, it’s a perfect one-up on the current butter yellow trend which is taking over Pinterest boards everywhere.

Key takeaways for influencer marketers

The success of Rhode Skin’s Lemontini Peptide Lip Tint launch offers valuable lessons for influencer marketers:

Authenticity matters

Bieber’s personal connection to the product is a huge reason why the campaign worked. Followers trust her because she’s seen as genuine. If you’re an influencer, sharing products you actually use and believe in will always resonate more than promoting something for the paycheck.

Leverage micro-influencers 

While big-name influencers are valuable, don’t forget about the smaller creators. Micro-influencers often have a more engaged, loyal following, making their endorsements incredibly impactful.

Encourage UGC

Empower your customers to become part of your marketing, because people trust real reviews from real people more than any polished ad campaign.

Keep a close eye on emerging trends and release products that meet the current demand. rhode skin’s focus on minimalism and fresh, natural beauty gave the Lemontini Lip Tint a relevant edge in the market.

Rating: 🔥🔥🔥🔥

I’m giving this campaign four stars out of five. It was stellar and utilised Bieber’s image and audience perfectly, however I would have loved to have seen some community engagement. The UGC seemed perfect at face value, but it could have improved by being more hands-on with its customers and community.

It proves that influencers can be fantastic founders and total boss babes when given the opportunity.

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