Exceeding Expectations for Dollar Tree
Case Study for Beauty
The Marketing Challenge
Dollar Tree activated beauty enthusiasts and consumers curious about finding deals on makeup and to drive overall awareness of their selection of beauty products.
Our Approach
Heartbeat’s strategists created a campaign concept that tapped into our Influencer’s creative talent and played off a viral trend identified by our survey tool after 1000s of responses came in.
We took those survey respondents and targeted influencers who matched the brands goals of finding creators with a love for arts and crafts, an affinity towards great beauty habits, and young families where possible.
The Activation
To drive the in-store experience, influencers were sent to their local Dollar Tree, where they selected $10 worth of beauty products. Heartbeat challenged the influencers to create a beauty look entirely from their $10 purchase, playing off of the viral $10 Dollar Tree Makeup challenge on YouTube.
The Activation
To drive the in-store experience, influencers were sent to their local Dollar Tree, where they selected $10 worth of beauty products. Heartbeat challenged the influencers to create a beauty look entirely from their $10 purchase, playing off of the viral $10 Dollar Tree Makeup challenge on YouTube.
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Results
Each Influencer used their own creative abilities resulting in rich, diverse content authentic to their individual voices. The campaign content included everything from professional makeup artists showcasing a full face of Halloween themed makeup to makeup novices creating a lighter ‘no makeup-makeup look’ in a scenic field of daisies.
Results
Each Influencer used their own creative abilities resulting in rich, diverse content authentic to their individual voices. The campaign content included everything from professional makeup artists showcasing a full face of Halloween themed makeup to makeup novices creating a lighter ‘no makeup-makeup look’ in a scenic field of daisies.
1 + Million 4% +
Total Reach Engagement Rate
Comments
| “I didn’t know Dollar Tree carries so much makeup I gotta go back and look!” | “This is awesome to know you made this look just with products from Dollar Tree” |
1 + Million
Total Reach
4% +
Engagement Rate
Comments
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“I didn’t know Dollar Tree carries so much makeup I gotta go back and look!” |
“This is awesome to know you made this look just with products from Dollar Tree” |
Conclusion
Overall, Heartbeat was able to use its proprietary technology and strategic expertise to let our Influencers’ creativity shine — resulting in high-quality, diverse content that introduced Dollar Tree beauty products to over a million potential consumers on Instagram.
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