Turning Up the Volume: Amplifying MERIT’s Biggest Launch of the Year
How Brandnation transformed MERIT’s biggest product launch of the year into a must-see beauty moment, mobilising 50+ influential creators to ignite conversation, amplify visibility and take Clean Volume far beyond the event itself.
Brief
Clean Volume was MERIT’s biggest product launch of the year, a volumising tubing mascara available in the brand’s signature black and, for the first time, a new brown shade.
To celebrate the launch, MERIT created a public pop-up, preceded by an exclusive event for influencers and press. Brandnation was tasked with bringing together 50 carefully selected creators, including loyal brand fans, beauty tastemakers and professional makeup artists, to experience Clean Volume.
Our role was to bring the MERIT community to life, carefully curating a network of creators who could authentically connect with the product and amplify the launch moment. By putting Clean Volume into the hands of the right talent, we created a ripple effect of genuine advocacy, social storytelling and excitement across key beauty audiences.
The idea
The concept was an elevated cocktail party that brought MERIT’s understated, modern aesthetic to life while giving guests the opportunity to discover and trial Clean Volume in a relaxed, social setting.
The execution
Brandnation developed and managed a targeted influencer strategy designed to build credibility and awareness around the launch, thoughtfully curating a creator community that reflected MERIT’s values and placed Clean Volume in the hands of the right voices.
We curated a guest list of over 50 relevant creators across beauty, fashion and lifestyle, carefully balancing established MERIT brand fans, creators we have previously worked with, influential tastemakers and professional makeup artists to reflect all areas of their target audience.
The open-plan event space was designed to feel premium yet effortless, creating an environment where guests could naturally connect, experience the product and share their Clean Volume moments. Experiences included martinis, a live DJ, personalised MERIT mirror engraving, MUA shade matching and a dedicated photography area with live content transfers, encouraging guests to capture and share high-quality content throughout the event.
Every detail was thoughtfully considered to create a refined, minimal and elevated experience that felt intrinsically true to the MERIT brand. Guests left with Clean Volume to trial for themselves, beautifully presented in their own MERIT tote bag, extending the launch experience beyong the event itself.
Amplification
The success of the launch was driven by placing Clean Volume in the hands of creators who genuinely aligned with MERIT’s world and could authentically translate the product story for their communities. Our strategic approach to talent selection ensured every guest had relevance, credibility and the ability to create meaningful beauty content.
Through our trusted creator relationships and thoughtful partnership management, we continued the conversation beyond the event, supporting talent to share their experiences in a way that felt natural to their audiences. Ongoing content tracking enabled us to measure the campaign’s wider impact, capturing reach, engagement and earned media value.
The results
The campaign successfully transformed an exclusive launch moment into a wider social conversation, exceeding expectations through strong organic creator advocacy and placing Clean Volume in front of a highly relevant beauty audience.
The activity delivered significant uplift against MERIT’s benchmarks, including:
Over 170 pieces of organic social content, surpassing expectations for creator-led coverage
A 30% uplift in earned media value versus typical campaign benchmarks
Over 2.8x benchmarked potency, demonstrating the effectiveness of a carefully curated creator community and an experience-led approach to driving meaningful impact
The results showcased the power of combining the right creator relationships with a considered, premium brand experience, translating in-person advocacy into authentic social storytelling and amplified brand visibility.
