Project
CLIO
Driving Viral Awareness for CLIO Through Creator-Led Amazon Prime Day Content
Client
Engagement Type
Paid
Year
2025
the who
CLIO, a Korean makeup brand, partnered with BAZZAAL to support its Amazon Prime Day promotion through a paid influencer campaign. BAZZAAL activated K-beauty and beauty creators who could introduce CLIO products through authentic, platform-native content. The campaign generated more than 885,000 views and 57,000 total engagements, including 56,700 likes and 408 shares. The campaign ran under the hashtag #GlowAllSummerwithClio. BAZZAAL cast makeup creators, from micro to mega tier, who built summer looks with CLIO base, lash, and lip products and tagged CLIO's global account.
the what
The campaign focused on promoting CLIO products during Amazon Prime Day through creator-led TikTok content. Creators shared product tutorials, personal recommendations, beauty routines, and product benefit breakdowns to drive awareness and purchase consideration. The featured posts centered on three CLIO products: the Kill Cover Mesh Glow Cushion, the Kill Lash Superproof Mascara, and the Essential Lip & Cheek Tap. @yoonsagi posted a quick sun-kissed makeup tutorial and listed each product with its shade, @l_yuhann shared her go-to summer glowy look built around the cushion, and @yoojiuen captioned her look with one question: can you tell I'm wearing makeup?
the when
July 2025, during the Amazon Prime Day promotional period. The featured posts went live between July 4 and July 9, 2025. BAZZAAL and CLIO confirm each paid campaign about six weeks before launch, leaving time for casting, creator agreements, and shipping.
the where
TikTok, with traffic directed toward Amazon. Creators tagged CLIO's global account, @cliocosmetics_global, and several captions pointed viewers to the Prime Day sale.
the why
CLIO wanted to increase visibility and shopping intent around its Amazon Prime Day promotion while keeping the content authentic and engaging for beauty audiences. Rather than creating content that felt overly promotional, the campaign aimed to make CLIO products feel naturally integrated into creators' beauty routines. Paid collaborations let the campaign be planned around a fixed date. The creator lineup was confirmed before filming, so the videos could go live around the Prime Day sale.
the how
BAZZAAL managed paid creator collaborations and guided content direction around high-performing short-form formats. The strongest-performing content used voice-over storytelling, in-video captions, strong opening hooks, tutorial-style product demonstrations, relatable beauty routines, and soft-sell product storytelling. Content that felt personal, educational, and native to TikTok performed better than content with overt promotional messaging. The paid workflow BAZZAAL runs with CLIO follows six steps: 1. Planning: BAZZAAL and CLIO confirm the campaign about six weeks before launch. 2. Casting: BAZZAAL shares a list of makeup creators, from micro to mega tier, and CLIO approves the lineup. 3. Shipping: CLIO ships the products directly to each creator, with shades and addresses confirmed on the list first. 4. Content planning: CLIO provides the product guideline, and BAZZAAL plans each video with the creator and handles communication through filming. 5. Final check: BAZZAAL reviews each video before it goes live. 6. Analysis: after posting, BAZZAAL shares performance analysis with CLIO.
the result
885K+
views
56.7K+
likes
122
comments
408
shares
57K+
engagements
Featured Creators
The BAZZAAL Edge
Amazon Prime Day gave CLIO only a short promotional window, which left no room to test what would land on TikTok. So from the start, BAZZAAL directed creators toward voice-over storytelling, on-screen captions, and tutorial-style demonstrations, the formats that had held viewers in its past K-beauty TikTok campaigns. That format produced an 823K-view breakout from @yoojiuen. Shade matters in a base-makeup campaign. Because CLIO ships to creators directly, shades and addresses are confirmed on the creator list before anything goes out, so each creator films with a cushion shade chosen for them. The looks followed the season, from a summer glow to a sun-kissed tutorial to a barely-there makeup look.
Key Learnings
Voice-over and in-video captions clearly outperformed silent or BGM-only content. Relatable formats such as GRWMs, tutorials, and personal storytelling performed better than overly curated or purely aesthetic content. Strong hooks helped retain viewers and encouraged engagement, and soft-sell product storytelling outperformed overt promotional messaging. A small product set can carry a whole look. The featured posts built complete summer looks from a cushion, a mascara, and a lip and cheek tint, so a single video showed several CLIO products in use. A simple question can work as a hook. @yoojiuen's post, the campaign's top performer at 823K views, is captioned with one line: can you tell I'm wearing makeup?
Strategic Takeaway
For CLIO, the strongest results came from creator content that felt native, personal, and educational. By focusing on authentic product usage, relatable beauty storytelling, and TikTok-first content formats, BAZZAAL helped CLIO turn an Amazon Prime Day promotion into high-performing creator-led content. For brands planning creator content around a retail event, the CLIO campaign shows what BAZZAAL puts in place for a short window: a lineup confirmed weeks ahead, shade-checked product shipped by the brand, a content format set before filming, and a final check on every video before it goes live.
