- Client: PureGlow Skincare
- Date: April 2023
From Quiet Social Feeds to Vibrant Brand Conversations
In the heart of London’s competitive digital landscape, a brand can have the perfect product, the most refined branding, and even a loyal offline customer base — yet still struggle to build a thriving online community.
That was exactly the case for PureGlow Skincare, a UK-based sustainable beauty brand stocked in premium retailers and celebrated for its vegan, cruelty-free, eco-friendly skincare line.
Despite award-winning products, PureGlow’s social media channels told a different story. Posts went largely unnoticed, likes were scarce, comments were minimal, and there was no sign of the kind of lively customer interaction that fuels long-term loyalty.
PureGlow needed more than content. They needed connection. And that’s where Next Noor, an AI-powered digital marketing agency in London, stepped in.
The Challenge of Brand Engagement in a Crowded Market
Many brands in areas like Mayfair, Canary Wharf, and Shoreditch face the same issue. Traditional marketing methods are not enough to compete in a world where customers want authenticity, not just advertising. PureGlow’s engagement rate had stalled at 1.9%, well below the industry average for beauty brands.
Their audience — urban professionals and eco-conscious shoppers — was present on social media, but not engaging. Corporate-style advertising and static product shots were failing to capture attention. Without a clear return on ad spend, the brand was at risk of losing digital relevance.
Listening First: Understanding the Audience
At Next Noor, every campaign begins with research. We used AI-driven social listening tools to learn exactly who PureGlow’s customers were, what they cared about, and how they interacted online.
We discovered two main audiences:
Women aged 21–35, eco-conscious, and style-savvy urban professionals
Men aged 25–40, increasingly invested in skincare and sustainability
Both groups valued authenticity and were more likely to respond to relatable, human storytelling than corporate promotion.
Selecting Influencers Customers Already Trust
With a clear picture of the audience, we began building a network of influencers they already trusted. This included macro-influencers for reach and micro-influencers for deeper engagement. Every influencer was vetted for audience match, brand value alignment, and a 4%+ engagement rate.
These influencers didn’t just post content; they had genuine two-way conversations with their followers. That authenticity would be central to the campaign.
Your Glow, Your Story: The Campaign Concept
Instead of pushing product-focused content, we built the campaign around the theme “Your Glow, Your Story.” Influencers incorporated PureGlow products into their routines naturally, sharing unboxing experiences, daily skincare regimens, and live Q&A sessions that encouraged audience participation.
This approach created a sense of community around the brand. Customers weren’t just being marketed to — they were being included in the conversation.
Choosing the Right Platforms for Maximum Impact
To maximise reach and relevance, we focused on three platforms:
Instagram for aesthetic storytelling, reels, and tutorials
TikTok for trend-driven, high-energy content under the branded hashtag #GlowWithPure
LinkedIn for corporate storytelling around sustainability initiatives
By tailoring content to each platform, we connected with audiences in the style they preferred.
From Planning to Execution
The first two months were dedicated to preparation. We shortlisted influencers, negotiated contracts, and built a content calendar aligned with product launches and seasonal moments.
When the campaign launched, we monitored performance daily, using paid amplification for high-performing posts. By month five, we were doubling down on the most effective influencers and introducing interactive formats like a TikTok challenge to generate user-generated content.
The Measurable Results
Within six months, PureGlow achieved:
Engagement rate increase from 1.9% to 6.56% (+245%)
Social follower growth of 78%
Website traffic from social channels up 132%
4.3x return on ad spend
Micro-influencers were a standout, delivering 42% of all conversions. This confirmed what we see time and again: smaller, engaged audiences often outperform larger, passive ones.
The Customer Impact
Beyond metrics, the transformation was cultural. PureGlow’s social channels went from quiet product showcases to interactive hubs where customers commented, tagged the brand, and shared their own stories.
The brand was no longer talking at customers — it was talking with them.
Cross-Industry Applications
While this case study focuses on beauty, our approach works across sectors:
Hospitality brands in Chelsea can boost bookings with lifestyle influencers
Tech startups in Shoreditch can attract investors through innovation creators
Luxury retailers in Mayfair can enhance exclusivity with fashion icons
Restaurants in Canary Wharf can fill tables via foodie influencers
Integrated Services for Long-Term Growth
Influencer marketing works best when it’s part of a bigger picture. At Next Noor, we integrate it with SEO services for discoverability, social media marketing for amplification, content marketing for storytelling, and AI automation for analytics and optimisation.
Why the Right Strategy Matters
Turning Engagement into Long-Term Success
PureGlow’s transformation demonstrates that influencer marketing, when driven by research, authenticity, and strategic execution, can turn brand awareness into tangible business growth.
If your brand in London, Manchester, or beyond is ready to achieve similar results, Next Noor can help you turn conversations into conversions.
your project into a success story.