Deep dive but make it social
Artistry Skin Nutrition™ social campaign
How do we build on the momentum of a brand-level campaign, but pivot to provide even more information and value?
Artistry™ has a few different skin care lines. After launching a brand campaign to promote their newest one, Skin Nutrition, they weren’t thrilled with consumer interest levels or sales metrics. Enter us. I led my team at Amp through concept and asset development for a global social campaign that would intrigue our target audiences while convincing them that these products actually worked.
Beyond The Bottle focused on the features and benefits of each product by delving into the science and research that went into the formulas. We also spotlighted the effective plant ingredients that are featured in each one as the point of differentiation within the market. The campaign was educational and beautiful with an approachable tone that hooked consumers and led to conversions.
Ready, set, skincare
In an attempt to be super efficient and cost-effective, we combined the five-day studio production for Beyond The Bottle with not one, but two other social shoots for campaigns that were set to launch at around the same time, one of which I also oversaw from start to finish. We spent a week at a studio in LA with Casey Curry and team, capturing a total of 26 Reels, 24 stills, and 8 GIFs.
My role was to manage the team and oversee, approve, and sell in everything from concepting to post production. On set, I managed roles and responsibilities between my team, the client team, and the production team, and provided creative and art direction as well as general approvals on assets, wardrobe, prop selection, the shape of product swatches, and snack selection.
World-wide love
Beyond the Bottle was posted on a few different handles, each targeted towards a different audience (North American, Asian, global). We received record-breaking metrics, and strengthened this particular client relationship so much that they awarded our agency a bunch of additional work.
On my end, I learned how to jump into managing a team full of people I’d never met before, how truly time-consuming stop motion that features human hands is, and how to tailor assets by region.
Fun fact: white chia seed, the ingredient hero pictured to the left, has a plethora of skincare benefits and is present in every Skin Nutrition product. Because it’s grown on their own organic farms and partner farms, it’s totally traceable too. It’s a point of differentiation, and pride, for the brand.
It’s also the concept behind this lovely gif to the left. If you’re ever looking for white chia seed at any grocery store to use as a prop—good luck.
TLDR
I led a global social campaign that dove deeper into an existing product line to increase consumer interest.
Production Social Strategy Team management