In this tutorial, Polly Barnfield breaks down a recent Instagram campaign by Barry M Cosmetics that leverages festival-season timing, influencer partnership, and multi‑brand tagging to boost reach and sales. The video explains how the brand showcases bright, pastel festival nails on an influencer associated with the Blacklisted label, tags retail partners Superdrug and Sephora, and uses targeted hashtags (e.g., #instantnails, #crueltyfree, #vegan) to attract new audiences. Barnfield highlights the strategic use of tagging, product placement, and hashtag curation as a clear call‑to‑action that benefits Barry M, its retail partners, and the influencer, illustrating how collaborations can amplify engagement for all parties involved.
Chapters
Today we're looking at how to use collaborations to drive engagement on social media. This is Barry M Cosmetics or a world renowned cosmetic brand and they're really well known for their bright colors as well as lots of pastels. In particular their nails and their eye makeup. Now one of the things these Instagram for is obviously to get people to shop with them and to get people buy directly or indeed through any of their partner stores. And what they've done here is they've done a collaboration. So obviously we're going into festival season so people are starting to get into that festival vibe thinking about and all the big festivals coming up and a lot of people like to get very colorful during festival season and Barry M is a great brand for color. So what they've done here is they've done last minute festival nails and then tagged in the brand is the go to so blacklisted and here they've got the lady who's wearing so wears style moving mad 9.99 available at barrym.com and online and the Titan, Superdrug and Sephora. So basically what this is is this is the person who represents at blacklisted and she has got the, she has got the incredible nails on. I mean she looks absolutely incredible. She's got the nails on and I think what they are is they're the instant nails. She's got them on, she's saying that and then the been updated with the color which is this one, which is the barium one and then it is be. They've tagged in superdrug and they've tagged in supporter which are the two brands where you can actually get them. So the idea is that it's festival nails which links directly back with the brand. Then you've got the them obviously collaborating with these two brands here if you like and then you've got where you can actually buy everything. So it's almost like a call to action. So that's these two. So literally it's all about tagging and then you've got the hashtags as well. So you've got the main hashtag which obviously the brand here. Then you've got instant nails, you've got cruelty free and then vegan. So anybody who is looking for cruelty free vegan products is going to find them using these hashtags and that's going to attract brand new people to barem and equally to all of these. So it is, it's all about collaboration to boost engagement and traffic for all parties.
