The Goal: Launch Topicals Faded Eye Mask through a social media campaign that garnered new audiences and sales.
- Create a four week social media roll out that aligns with our overall brand marketing and product goals which included a tease, launch, campaign video, BTS content, an interactive filter and branded influencer campaign
The tease: This piece of content was created spark conversation around Topicals new product, a Faded Eye Mask. The creative team blurred out an image from the e-comm shoot and I used engaging copy to allow the audience to guess the product in the comments. I used the brand account strategically liked and replied to comments to further interest from the audience.
The launch: The launch content included a photo of the campaign star, artist Baby Tate and an e-comm photo to show the product and its packaging. The copy included the full ingredient list, the claims, and product description allowing the audience to recognize the talent but also get to the point of the product.
The campaign video: The campaign video constructed to resemble a DMV ID photo shoot with the talent getting personal about their skin conditions and themselves, giving relatability.
BTS content: I shot all BTS content for TikTok, allowing our audience to be a "fly on the wall" during our shoot;
Filter: The creative team created a filter out of an ID card template designed by Dalmata Media that allowed fans to create a Faded Face Card, allowing them to personally engage within our branding:
Branded influencer campaign: the #FadedInTheField influencer campaign allowed the audience to see how the Faded Eye masks could be used in their daily life. We contracted micro influencers to create "Come With Me" style videos using Faded Eye Mask.
Lastly, I wrote the copy for the billboard campaign which launched in NYC, ATL and LA.
Photo Credits
Talent: @imbabytate @maiyathedonn @wuzg00d
Photographer + Director: @johnnydeguzman
Creative Director: @juliaxushao
Styling: @miltonmania
Hair: @lurissaingridhair
Makeup: @ittts_sena
Nails: @ginaedwards_
Set: @doseofdots
Producer: @better.jade
Studio: @abike.studio
Video Credits
Talent: @imbabytate @maiyathedonn @wuzg00d
Photographer + Director: @johnnydeguzman
Director of Photography: @arthurwoodotcom
Creative Director: @juliaxushao
Grip: Shadi Best
Gaffer: Aydan Crumrine
Sound: Eamon Redpath
Styling: @miltonmania
Hair: @lurissaingridhair
Makeup: @ittts_sena
Nail: @ginaedwards_
Producer: @better.jade
Music: @CamGriff / @OmarGrand