Brief:

Client: Unilever Tatcha, North America.

Comms Objective: Support A- level product launch via 360 marketing activation. Drive awareness, engagement and new customer acquisition.

Solution:

Audience Insights:

— Confident in skincare, know about ingredients, bit of a beauty junkie.

— She has the decision-making / spending power to explore what’s best for her and believes quality skincare products are a worthwhile investment.

— Looking for a premium skincare regimen where she can take care of skin as well as indulge in self-care ritual.

Product Benefits:

New Dewy Serum, to become part of the best-selling Dewy line, and the first time Tatcha has offered this type of serum.

Creative Exploration:

Deliver social-first, video creative for all touch-points across the purchase funnel, to ultimately drive traffic to e-commerce via Sephora or tatcha.com
.

Introduce It - Introduce Dewy Serum, leaning into ingredients and unique formula as key differentiators.

Prove It - Prove product credibility by leveraging influencer testimonials.

Close It - Convert with customer reviews, key efficacy claims and testimonials.

Platforms & Placements: YouTube TrueView & Bumpers, IG Stories, FB In-Feed.

Results:

Key Success Metrics

Introduce It video drove strongest ROAS.

Prove It video accounted for 49% of online orders.