DIBS Beauty launched into one of the noisiest content windows of the year. Beacons built a data-powered campaign where multiple creators liked the product enough to post beyond their contracted deliverables.
111K
Total views
$30
Blended CPM
Campaign details
Brand
DIBS
Type
Paid + gifted influencer
Platforms
Instagram, TikTok, YouTube
Objective
Brand awareness, Gen Z/Millennial women
Creators
12
The Challenge
DIBS Beauty was competing for attention during one of the most saturated content periods of the year.
The brand makes multi-use everyday makeup — the kind of product that needs to be seen to be understood.
With Sephora Sale promotions, Halloween content, and election week all fighting for the same scroll, getting lost in a noisy window would have been worse than not running at all.
The audience target was specific: 18–34, female, U.S.-based, already interested in makeup but not necessarily aware of DIBS.
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DIBS Beauty team
How beacons did it
Beacons built a blended program — paid placements for guaranteed reach, gifted seeding for organic amplification.
Platform split was IG and TikTok for paid, with gifted extended to YouTube for longer-form product context.
Creator selection went beyond the obvious beauty influencer pool — sourced from first-party audience data, prioritizing audience fit over follower count and brand familiarity.
Engagement rates were solid.
TikTok came in at 3.7% while Instagram was at 2.0% — both solid results in a competitive content window.
DIBS got more than they paid for.
Several creators delivered added-value posts beyond their contracted deliverables — a sign the product resonated.
The results
The DIBS team had the proof before their leadership had to ask.
Running a creator program during the hardest content window of the year and coming out with 111K views, $29.3K EMV, and documented 95%+ female audience match is a result worth reporting.
Paid and gifted performance were tracked in one view — no chasing posts, no manual tallying across platforms.
111K total views across IG, TikTok, and YouTube
$30 blended CPM across paid and gifted
3.7% TikTok engagement rate among paid placements