Making content for a brand and making content as a creator is more difficult than you would think. Gen-Z is no longer easily sold by pretty photos on IG anymore - people like to be convinced and buy from a brand they believe in, especially when it’s online (not on Amazon or Target).

At Doe, I created a strategy for our Tiktok that focused on creating informative content that provides value, beyond what makes our product special but topics that closely relate. Eye care, makeup looks, etc—growing our Tiktok channel from 9k to 100k in less than one year.

Tiktok/short form video coverage: 

• Let’s talk eyelid shapes

• Reusable cotton rounds

• Watch us grow out of fitting in w other brands

• Let’s talk Doe Difference

• Water bottle ASMR

• Lash extensions

• Lash placements make a difference!

• Lunar new year lash try on

• How we almost didn’t get into Urban outfitters

• How to apply lashes properly

• This is Doe Beauty

• “Leaking” our new lash styles

• You need to try Doe Lashes

As short form content became more and more common, so did User Generated Content and influencer testimonials. Our mission at Doe was to build community, first and foremost. We led our influencer program with that mission, focusing on building relationships with beauty and lifestyle creators big or small because at the end of the day, it was about connecting with our customers and audience. The rest (sales) would come when it was time.

Time and time again, our community showed up—creators sharing their favorite lashes without partnerships, but just because. Customers posting reviews and eye looks they’ve created because the lashes allowed them to feel the most authentic to themselves. And most importantly, launches selling out because our community was there to support.

Influencer Relations & Highlights:

• Monet Mcmichael in UWU lashes // UWU lash shoutout pt 2

• Wahmeko in First Date Lashes

• Julia Huynh Doe Lash try on

• Jellybean Celine using Doe Water Bottle