thePinkPanel Case Study
thePinkPanel is a beauty and personal care consumer panel based in the United States. Panelists assess cosmetics, skincare, haircare & personal care items from the comfort of their own home.
Top goals: Grow email subscribers (panelists), increase sign-ups of African American women, revive social media with a focus on Instagram.
Content examples and social profiles
Reinvigorated engagement on Instagram and Facebook. Created a Pinterest, TikTok and blog.
Notable Achievements:
• Expanded Instagram audience from 5,000 to over 14,000 followers, representing a 180% increase in audience size.
• Boosted Instagram engagement by an impressive 1,600%, driving meaningful interactions and cultivating a vibrant community.
• Launched a blog and published 22 high-quality posts, building an additional platform for brand storytelling and audience connection.
• Successfully established a Pinterest account, growing it to achieve over 1 million monthly views, showcasing expertise in leveraging Pinterest for traffic and visibility.
Paid Content and Influencer Marketing
Top performing paid content - Facebook Ads
Goals - increase sign-ups of African American women, Gen Z, Millennials and Gen X.
CPC: As low as .24¢ with an average of .35¢
Grew the panel by over 69k subscribers - a 31% increase
Grew the African American panel by over 11k subscribers - over 185% increase
Created a brand ambassador program and managed multiple creators at once.
Coordinated PR shipments, reviewed submitted content, worked within company budget and also used Lionize to manage paid partnerships.
Denise Herich
Co-Founder of The Benchmarking Company (parent company of thePinkPanel)
