Case Study: Coty (Gucci Beauty) achieves viral TikTok reach and 16.8% engagement to raise awareness of online grooming with Sprout Social Influencer Marketing

Coty - Customer Case Study

Coty launched a Gucci Beauty influencer campaign to raise public awareness about dangerous online grooming tactics and missing children. Their main challenge was finding TikTok creators within specific geographies who had the right dance/movement affinity and healthy account metrics, and they needed a data-driven way to compare and measure creators. Coty partnered with Sprout Social Influencer Marketing and its influencer marketing platform to identify, vet and manage suitable creators.

Sprout Social Influencer Marketing powered the #5StepChallenge, a targeted influencer-driven campaign that turned a viral trend into a public-education movement. In one month with 30 creators the campaign delivered 4,798,011 views, 806,876 engagements, a 24.33% peak engagement rate and a 16.79% overall engagement rate — about a 50% increase over the previous campaign’s 8.71% — while providing campaign management, reporting and time-saving creator search and comparison tools.

Coty