Beauty Begins With Truth - Premium Skincare with Paula's Choice

The Client Challenge: Learn on TikTok

During the lockdowns of the past two years, there had been a lot of skincare experimentation taking place amongst consumers and so there was a genuine demand for a safe space/judgement free zone to be created, to discuss where most people get things wrong on their skincare journey and to clear up any common misconceptions.

Paula's Choice were on a mission to debunk common skincare myths with the help of board certified dermatologists and "skinfluencers" on TikTok while generating mass brand awareness amongst their target audience. As account manager, I facilitated the #BeautyBeginsWithTruth campaign from end-to-end and was responsible for devising the creative and influencer strategy before executing the campaign on TikTok (managing influencers and the content creation process) while simultaneously running paid media in the form of TikTok Spark Ads.

The Results:

• 43M hashtag views
• 8.5 million unpaid impressions
• $963,000 in earned media value

Thousands of people joining the conversation in addition to user-generated video content with consumers speaking directly back to the brand in a profound way, the campaign has been nothing short of a success.

Next steps include building upon the test and learn strategies that we incorporated on this camapaign, to build out a longer term strategy including account growth, content creation, ambassadors, livestream and plug and play campaigns with awaress, consideration and conversion objectives.