MartiDerm is a Barcelona-founded skincare brand, established in 1952, with a scientific approach to supporting the ageing process. To expand its presence in the United Kingdom, Terrier Agency built an influencer campaign around credible skincare voices, particularly those trusted by older women seeking evidence-based, ingredient-led skincare.
The strategy deliberately targeted skincare-niche creators who had not previously worked with the brand, enabling genuine discovery-led content. In total, 35 influencers collaborated, publishing 17 feed posts and 21 stories that reached a combined audience of 271,669.
The campaign built meaningful brand awareness for MartiDerm among its ideal UK demographic, with every activation delivered by voices already embedded in the skincare community.
Casting Deliberately Unfamiliar Creators for Genuine Discovery
Rather than working with creators who had already covered the brand, the shortlist for MartiDerm’s UK launch deliberately targeted skincare-niche creators with no prior relationship to it, Terrier’s process adapted for discovery-led briefs, where the value is in a creator’s audience seeing the brand for the first time through a trusted voice, particularly voices already followed by older women seeking evidence-based, ingredient-led skincare.
What 271,669 in Reach Meant for a New Market Entry
35 influencers published 17 feed posts and 21 stories that reached a combined audience of 271,669, a reach figure for a brand with a 1952 heritage entering the UK market for the first time, not a sales number. Every one of those 35 activations came from a voice already embedded in the UK skincare community rather than a paid placement, which is what the brief asked discovery-led casting to deliver.
