Kiro Beauty
In a saturated beauty market dominated by legacy brands, AlphabetMedia partnered with Kiro to disrupt the norm using a community-first, influencer-powered strategy.
Kiro Beauty
In a saturated beauty market dominated by legacy brands, AlphabetMedia partnered with Kiro to disrupt the norm using a community-first, influencer-powered strategy. At the heart of this activation was a simple but powerful idea: Clean beauty isn’t just a trend—it’s a movement. To translate this into meaningful engagement, AlphabetMedia developed a content ecosystem that allowed influencers to own the message, creating a ripple effect across their communities.
The approach moved beyond traditional influencer marketing. Each campaign—#WithLoveKiro, #KiroNudeMode, and #SmartNotSorry—was built to make influencers feel like co-creators, not just promoters. The result: campaigns that didn’t just sell products but built a lifestyle narrative around clean, conscious beauty.
Background & Challenge
The influencer identification process was anchored in alignment with Kiro’s values: authenticity, inclusivity, and sustainability.
AlphabetMedia categorized influencers based on four criteria:
- Diversity of Skin Tone and Identity: To reflect Kiro’s inclusive product design.
- Platform Strength: Instagram-first creators with an engaged beauty/lifestyle audience.
- Storytelling Capability: Influencers who seamlessly blend personal narrative with product application.
- Lifestyle Affinity: Those already leaning toward clean, vegan, sustainable living.
Key influencer cohorts included:
- Beauty reviewers like Satysha, Prachi Harsh, Ankita.
- High-visibility names for specific campaigns: Shruti Seth, Silkeena Kaur, Anushree Aneja.
- Kiro Klan community members like Divija, Anya G, Durga Gawde, Aishwarya Mohanraj.
Strategy & Approach
Key influencer cohorts included:
- Beauty reviewers like Satysha, Prachi Harsh, Ankita.
- High-visibility names for specific campaigns: Shruti Seth, Silkeena Kaur, Anushree Aneja.
- Kiro Klan community members like Divija, Anya G, Durga Gawde, Aishwarya Mohanraj.
Execution
Campaign-Wise Execution
1. #WithLoveKiro
A relationship-first activation with over 800 influencers, this campaign focused on curated gifting aligned with each influencer’s personal brand. Each kit was personalized, prompting organic content and fostering a sense of community. It became a networking catalyst within the influencer circle, sparking user-generated content and high-volume engagement.
2. #KiroNudeMode
This campaign promoted the new nude lipstick collection via a dual-phase strategy.
- Influencer stories: 160 creators received the full nude shade range to develop custom looks. A dedicated National Lipstick Day push saw top influencers drive a spike in mentions, giving the campaign cultural relevance.
- An indoor shoot with five diverse models offered visual consistency across influencer content, ensuring strong brand recall.
3. #SmartNotSorry
This was a thought-leadership campaign, embedding Kiro within broader sustainability conversations. Influencers like Anya G and Ankush Bahuguna posted reels comparing fast fashion vs. slow fashion, cruelty-free beauty vs. traditional makeup.
The campaign was educational, focusing on conscious living, with Kiro as the beauty enabler. Content included minimalism, multifunctional product hacks, and day-in-the-life integrations.
4. Kiro Klan & Masterclasses
A community of 100+ ongoing brand advocates was cultivated through:
- Kiro Klan: Stylists, comedians, entrepreneurs, and creators like Sakshi, Satysha, and Ankita Chawla who authentically embodied the brand.
- Masterclasses: With makeup experts like Sandhya Shekhar, these became high-value engagements for consumers and creators alike.
5. Content Extensions
- Story takeovers and YouTube reviews by creators such as Manasi Mau, Simmy Goraya, and Nena Desai provided real-life product integration.
- Collaborations with brands like RARE the Label, PVR Pictures, and Niemi opened new storytelling avenues and tapped into adjacent communities.
Reach Garnered / Brand Visibility
- #WithLoveKiro campaign achieved a total reach of 63.5 million.
- #KiroNudeMode led to a 30% increase in social mentions on National Lipstick Day.
- Instagram content from #SmartNotSorry garnered over 10,000 likes and 6%+ engagement rates.
- Over 100 Kiro Klan members drove a 40% boost in user-generated content
- Brand was featured in 15+ lifestyle publications, resulting in an 80% uptick in positive sentiment
- Co-branded campaigns with RAF the Label, PVR Pictures added another 300,000+ consumer touchpoints
- Influencer-led traffic surges led to a 15% spike in website visits during collabs
Results at a Glance
Reach from the #WithLoveKiro Campaign
Increase in Social Mentions During #KiroNudeMode
Likes on #SmartNotSorry Instagram Content
Campaign Engagement Rate Across Platforms