b.tan’s audience isn’t picture-perfect influencers; they’re real, type b, baddies who just want to have fun. Because of this, we knew we couldn’t have them create run-of-the-mill content to launch b.tan’s spring tanning campaign. We carefully curated a list of creators that aligned with our demographic and gave them content prompts that were relatable and chaotic while still showing off all the product benefits. The result was wildly creative videos across platforms that highlighted b.tan’s benefits, like the ability to apply it anywhere. Have you ever seen someone apply self-tanner in a self-driving car? We have now! In addition to netting over 4 million views (that’s more than double what we originally projected), this content led to high engagement and brand-purchase consideration.