Case Study: em michelle phan reveals previously unattributed revenue with Unified

How em michelle phan was able to track multi-generational engagement from beauty tutorial to transaction

The beauty brand EM Michelle Phan wanted to understand the full impact of its social content and marketing promotions on revenue, as a significant portion of engagement was unattributed. They partnered with Unified, which deployed its platform for earned measurement and Dark Social tracking to analyze this previously hidden activity.

Unified's solution tracked first-generation, multi-generational, and Dark Social engagement across multiple channels. The analysis revealed that 34% of the brand's total revenue was generated through this previously unmeasured indirect activity. Unified's platform provided the critical insight that a substantial amount of conversions and revenue were being driven by downstream sharing.

EM Michelle Phan

Julia Mavrodin

Director