The Takeaway
Pretty In Pinkston used a skincare billboard flight to lift brand awareness above social. The Atlanta campaign delivered 4,439 blips and 120,168 total estimated impressions across four campaigns and two boards. The most recent four-day flight in Atlanta averaged $25.04 per day and 91 impressions per dollar. Boutiques reached out to stock the products after seeing the boards.
Why Pretty In Pinkston Turned to Billboard Advertising
Kimberly Pinkston is a former runway model living with multiple sclerosis. She combined her passions for fashion and skincare into Pretty In Pinkston, a purpose-driven skincare line. A portion of every sale supports the MS Foundation and a college scholarship fund for the young girls she teaches modeling to.
Kimberly was already running Facebook, Instagram, Google, and Pinterest ads. Social feeds were saturated, and she needed a channel that would set the brand apart from competitors the same feeds carried. A short, skincare-focused flight was an affordable way to gain additional exposure and give her modeling students a real-world moment.
How Pretty In Pinkston Built Its Billboard Campaign
Kimberly ran a small program of four campaigns, using her tagline as the creative anchor.
- Boards selected: Two digital placements across four campaigns, including a recent four-day flight focused on Atlanta.
- Creative approach: The tagline “Get That Glow” alongside imagery of her modeling students, so the boards carried both the product story and the community story.
- Set-up: Created and uploaded the artwork through Blip’s self-serve platform, then submitted it for review before launch.
- Budget approach: The Atlanta flight averaged $25.04 per day and delivered 91 impressions per dollar.
The Creative
The design led with the tagline and student imagery. For brands building similar campaigns, Blip’s billboard design guidelines cover what reads at highway speed.
What Pretty In Pinkston’s Campaign Delivered
Across four campaigns and two digital boards, the flights delivered 4,439 blips and 120,168 total estimated impressions. The most recent Atlanta run averaged $25.04 per day and 91 impressions per dollar over four days.
The concrete outcome was interest from boutiques. Retailers reached out to request stocking the products in their stores. Community members told Kimberly they had seen the boards, which were a lift for her modeling students as much as for the brand. That is what a targeted skincare campaign can do when the creative offers the audience more than just a product shot.
Blip works for us. It’s a different medium, and it brings a lot of exposure. It sets us apart from the rest of the competition, and that’s what I like.
Kimberly Pinkston, Owner, Pretty In Pinkston
Why This Campaign Worked
- Tagline-led creative: “Get That Glow” gave drivers one memorable line.
- Community imagery: Featuring the modeling students, it turned the board into a moment for a wider group.
- Multiple short flights: Four campaigns over time gave the same audience multiple chances to see the brand.
- Efficient impressions per dollar: 91 impressions per dollar meant the Atlanta run made sense at a modest daily budget.
What Beauty Brand Owners Can Take From This Campaign
Small beauty brands can use these ideas:
- Anchor around a tagline: A skincare billboard reads at speed when there is one memorable phrase, not a paragraph.
- Feature the community, not just the bottle: Real people in the creative can trigger word-of-mouth in ways product-only shots do not.
- Split budget into short flights: Four short campaigns over time build recognition faster than one long burst.
- Watch for retailer inbound: Boutique interest is a common second-order outcome from beauty out-of-home.
Run a Skincare Campaign Like Pretty In Pinkston’s
Anchor the design around a tagline, feature the people your brand serves, and watch for the retailer inbound that follows.
Frequently Asked Questions About Pretty In Pinkston’s Billboard Campaign
How many boards did Pretty In Pinkston use?
Two digital boards across four separate campaigns.
What did the most recent flight cost?
The Atlanta campaign averaged $25.04 per day for four days, delivering 9,124 impressions and 91 impressions per dollar.
What outcomes did Pretty In Pinkston see?
Boutique retailers reached out to stock the products, community members mentioned the boards, and the brand lifted its awareness above what social media alone had produced.
Is a skincare billboard effective for a small beauty brand?
A well-targeted skincare campaign can lift both awareness and retailer inbound, especially when the creative includes recognizable community imagery.
Do I need an agency to run this kind of campaign?
No. Kimberly built and launched her artwork directly through Blip’s self-serve platform.