Sunday Riley partnered with online digital publication, Refinery29, to drive awareness and increase consideration through custom content, sponsorships and strategic media by positioning the brand as her go-to source for clean beauty. 

The multi-pronged digital campaign included custom editorial features and sponsorships, dedicated emails, custom Instagram stories, shoppable videos and targeted display ads. Notable highlights from the campaign include the Custom Feature Article, Dedicated Email Blast and Editorial Sponsorship.

The Custom Feature Article focused on seven of Sunday Riley’s must-haves to achieve New Year skin-goals. From award-winning serums to targeted kits, there’s a treatment for every skin concern. Leveraging the brand’s assets overlaid with R29’s engaging designs, together, the two partners brought the custom feature to life. The feature garnered high visibility within the first week of its debut, with over 12K page views and an average spend time of 1:41 on the article.

As one of Refinery29’s strongest and most important distribution channels, the Dedicated Email connected Sunday Riley with R29’s highly engaged email audience via dedicated copy and imagery. The email served as an extension of the custom feature article, allowing Sunday Riley to promote the cult-favorite products that each person needs to achieve their 2021 skin-care goals. The email was dispatched to over 150K R29 subscribers, resulting in a click-rate of 0.8% (0.5% above benchmark) and 1.2K clicks.

The Sunday Riley Display Banners were showcased alongside the quarterly editorial series “Empties” where R29 editors divulge the jars, tubes and bottles that were used down to the very last drop. The display ad highlighted global bestseller, Good Genes, and drove to the brand’s preferred retailer, Sephora. The ad banner received 28K media impressions, with 42 clicks and a CTR of 0.15% (exceeding the benchmark by 2.5x).