After having huge success in the US, FabFitFun were keen to expand and enter into the UK market and to do so its strategy was very much focused on influencer marketing. Viral Group were briefed by the brand to promote FabFitFun - a beauty subscription box - to a UK female audience between the ages of 18 and 34.

FabFitFun were looking for multiple influencers who each were required to have 100,000+ Instagram followers and strong engagement. The influencers needed to not only promote the brand itself but also to discuss the individual products which were included in that months package.


The Viral Group utilised talent from its own roster to produce an influencer plan which met FabFitFun's requirements in terms of demographics. Multiple Mum Influencers were selected because their audiences were the perfect fit for the campaign and they all had a strong focus on beauty content. They also needed to be confident in speaking directly into a camera as this was a key element to promoting the products as part of video grid posts and stories on Instagram.

The influencers were encouraged to provide CTA's to drive their audiences over to the FabFitFun website. This was supported with a discount code which offered their audience an incentive to make a purchase.


The results of the campaign offered FabFitFun a strong ROI and subsequently this led to future collaborations with The Viral Group; the increased traffic to the FabFitFun website and positive feedback from the influencers' followers showed that the campaign was a success.