Brief

We developed a 360 product launch marketing campaign for the launch of the brand’s first acid facial skincare product, the Rosé Resurfacing Facial Mask. This case study explores how I designed the campaign narrative and assets, infusing a thoughtful narrative around motherhood and the value of self-care.

How can we craft a campaign narrative that resonates with our audience on a personal and emotional level?

About the Brand

Then I Met You is a lifestyle and skincare brand known for its commitment to providing high-quality skincare products rooted in the Korean beauty philosophy. The brand emphasizes a thoughtful and nurturing approach to skincare, often incorporating traditional Korean ingredients and rituals into its formulations.

My Contributions

I oversaw multichannel communication strategy and content creation for all marketing collateral for the launch campaign. My primary role was to create a compelling and thoughtful narrative around the gentle ingredients of the acid-forward facial mask while incorporating our Co-founder’s personal journey with motherhood and self-care. This project case study is organized based on my personal contributions:

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Defining the Product Value Proposition

The biggest challenge was developing a campaign narrative that reflected the brand’s values of creating deeper bonds between people and self-care while illuminating the facial mask’s key product features. I worked with the product development team to learn more about the facial mask and developed the facial mask’s unique value proposition, highlighting the key benefits, ingredients, keywords, and overall tone of the product.

We knew that the facial mask was a highly-requested and much-anticipated product from our customers, but we still wanted to provide thorough education on the mask’s unique combination of ingredients, such as gentle acids, resveratrol, and damask rose petals.

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Crafting the Narrative Arc

We decided to integrate our Co-founder’s motherhood story into the campaign narrative. The narrative arc would focus on our Co-founder’s newfound appreciation for self-care stemming from her experience with postpartum depression. Recognizing our customers’ desire for connection and community during the pandemic, our goal was to create a safe space for our community to openly discuss topics around mental health and wellness amidst challenging times while illuminating the sense of optimism and joy one can experience through self-care. 

I facilitated a brainstorming session to identify key messaging phrases that would reflect both the facial masks’ value proposition and narrative arc, which we would utilize across all marketing content:

Storyboarding for Video Assets

We decided to create two campaign videos: one video that showed how to use the product and a second video that shared our Co-founder’s motherhood story. The main challenge for the motherhood video was striking a delicate balance–creating an emotional connection with the audience without veering into overly serious tones, all while preserving the light and refreshing essence inherent to the facial mask.

Here is a snapshot of the storyboard I developed for the motherhood campaign video (text storyboard for how-to-use product video not shown): 

I worked closely with our Co-founder to draft the video scripts and organized the video shoot with the videographer. The video shoot preparations involved everything from scouting the locations to curating the right props. 

Below are the final motherhood campaign and how-to-use product videos:

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Creative Direction for Photo Assets

We wanted to create photo assets that captured the facial mask’s ingredients, benefits, and narrative while ensuring cohesive visual branding. I developed a creative brief for all stakeholders involved in the photo shoot, including photographers, stylists, and models. The goal of the photoshoot was to showcase the following four concepts with vibrant imagery:

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Developing the Communication Assets

We implemented a multichannel approach for the facial mask launch campaign, leveraging social media platforms, influencer collaborations, email/SMS newsletters, and the e-commerce website. Our goal was to effectively highlight the launch of the new facial mask without losing the personal connection we wanted to build between our Co-founder and the brand community.

I led the planning and execution of all marketing collateral across the various channels, ensuring cohesive branding and campaign messaging. Below is an example of the website landing page I designed and implemented for the launch:

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Here is a snapshot of special live events we hosted with special guests and influencers on Instagram. I planned and developed the copy, scripts, and assets for these events with influencers on Instagram. These events played a crucial role in providing our community with a platform to connect directly with our Co-founder and gain insights into various self-care tips from the guests.

Outcome & Learnings

The launch of the Rosé Resurfacing Facial Mask was a huge success, surpassing both sales and engagement expectations. Within just three months, the facial mask secured its position as the brand’s second-highest-performing product. 

We also received recognition for the campaign messaging and emotionally impactful videos from our community as well as esteemed beauty publications. The facial mask received an Editor’s Choice Award.

A few things I learned:

• learn to respond to the current climate and adapt 
• emotional resonance drives engagement! 
• a well-rounded marketing campaign involves appealing to both the intellect and emotions of the audience