Looking good and feeling good often go hand in hand. But when you’re someone who is always on-the-go, finding the time to build up that confidence is much easier said than done. So when Amway's Artistry Studio™ Skin sought to promote their new skincare product line, we knew we needed to give consumers a way to turn their skincare routines into a moment of peace, setting them up to tackle every day with a fresh face.
Here’s how we helped Artistry Studio Skin illuminate consumers’ inner glow with their latest line of products.
Artistry Studio Skin needed to enable their target customer to make the most of her already limited time. So, we repurposed her daily skincare routine as an opportunity to reflect, center and prepare to take on the world. By doing so with products that enhance her natural beauty rather than conceal it, her skincare routine can become an act of mediation and mindfulness that truly lets her glow show.
In order to reach our audience where we knew they were already consuming media – on social – we did a complete social takeover. Across Instagram, Facebook and Twitter, we archived any previous posts and reskinned all profile pictures and bios to Artistry Studio Skin branding. This enabled us to get the brand in front of consumers and give our posts a moment to stand out across our social feeds.
With a product as real as its consumers, we wanted to get real people talking about Artistry Studio Skin. In order to facilitate authentic product reviews in the beauty, wellness & lifestyle space, we developed relationships with a variety of paid and unpaid influencer partners that spanned across a number of content creation verticals. Our tiered influencer approach allowed us to accomplish multiple campaign goals: build buzz for the product line, drive awareness of virtual event and generate influencer created content.
By prioritizing content creation and content ownership, we were able to extend the longevity of influencer partnerships and increase ROI for the Studio Skin Zen+Energy Virtual Retreat and collection launch. Our partners included:
For our product launch, we wanted to illuminate every side of our Glow getters and get them buzzing about the new product line. What better way to celebrate together than by treating everyone to a well-deserved Zen+Energy Virtual Retreat?
An event housed within a custom microsite, we partnered with 10 experts around the country to curate exclusive content that perfectly reflects the Artistry Skin Studio product line. To drive buzz before the event, we created a number of “drops” on our social channels, slowly revealing the skincare line and giving away prizes to lucky winners.
Our Zen+Energy Virtual Retreat got our audience re-centered, energized, connected and ready to let their glow show.
From our social reskin to our virtual retreat, we exceeded every single client and AMP benchmark set forth.
The Virtual Retreat saw over 5K registrations and over 4K attendees over the course of the event for an attendance rate of 81% (goal 50%). Our audiences utilized the live chat to praise the new line and expressed interest in future events like these.
Impressions (paid + organic + influencer), resulting in over 142K engagements.
Microsite visits and 10.9K on-site activity engagements (photo booth pics and playlist clicks)