Alba Botanica x Refinery 29

Do Good Do Beautiful

CHALLENGE

To support, amplify and create relevancy for Alba Botanica’s yearly grant program: Do Good Do Beautiful.

APPROACH

CMM reimagined the program in order to reach a younger demographic and speak directly about the brands pillars: Sustainability, Eco-Consciousness, Animal Welfare, Women’s Empowerment and Education. Through a media partnership with Refinery 29, CMM teamed up with notable Gen Z activists who are deeply rooted in their respective causes to further establish Alba’s brand reputation for sparking social good in the world.

Visual Identity, Media Partnership, Content Strategy, Creative Direction, Content Production, E-Commerce Creatives, Social Support, Influencer Marketing, Community Management, Reporting

SUCCESS

Refinery 29 ROI

• Native content aligning Alba with w

• The “Ways to Give Back” carousel performed well both in-feed on our page and on Refinery29’s Instagram profile

• This post garnered the 2nd highest amount of both impressions and engagements in the #DoGoodDoBeautiful campaign

• The carousel on R29’s page exceeded our goal and we amassed more than 759,000 impressions 

• The “Meet 6 Gen Zers” Instagram Story exceeded our goal

  • Rather than 100,000, we garnered 32,000 additional impressions

• We teamed up with notable Gen Z activists who are deeply rooted in their respective causes to further establish our brand’s reputation for sparking social good in the world

• Photo and video posts that featured our Do Gooders in the first few frames increased exposure to new audiences and increased website traffic

Posts highlighting sustainability and climate change garnered the highest engagements and profile visits

• Mentions of #DoGoodDoBeautiful reached its highest point on April 5th

  • Mentions rose 40% on the day that this campaign launched on Instagram and Facebook

    • This Zero Hour, Girls Computing League and Do Gooders Kavya & Jamie