Molly

I love this.

And this is such a swap for beauty brands because I think previously it was always traditional marketing.

Then they went straight to influencers, but it was influencer marketing, you know, as in like, you know, the tart trips away and things like that, where they would take them all.

Whereas this was actually saying to one influencer, let's take a really personal moment in your life

that your followers care about and turn it into a moment for you, but also a moment for the brand.

And so Colby Mitchell, the founder, she sat down with Bridget.

They had a big long chat about what they wanted and their aims because they're both female founders.

So I think that's kind of where this began, which is amazing as well, women supporting women.

And they came up with this whole idea.

So private jet to St.

Bart's, a villa cost, which was probably around like 50 grand USD.

Budgets were not disclosed, but it was heinously expensive.

Yes.

And it worked.

It worked on the numbers.

So the total impressions were over 26 million.

The total marketing value for about 2.3 million.

It wasn't a lot of content.

And I think as well, it was really smart that they had the villa because the villa had like Swan Beauty in the background.

And so it was kind of just like organically being featured in content, which made the whole thing not feel like a marketing exercise, even though it was, which I think is so smart in this day and age where everybody knows they're being sold to all the time.