360 Marketing Campaign

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

Where

Then I Met You

Role

Content Lead

Duration

2 months

Skills

Campaign Strategy
Storytelling
Content production

Overview

As Content Lead at Then I Met You, I helped develop a 360 marketing campaign for the launch of the brand's first acid-forward skincare product, the Rosé Resurfacing Facial Mask. I designed the campaign narrative and assets around a thoughtful story of motherhood and the value of self-care.

As Content Lead at Then I Met You, I helped develop a 360 marketing campaign for the launch of the brand’s first acid-forward skincare product, the Rosé Resurfacing Facial Mask. I designed the campaign narrative and assets around a thoughtful story of motherhood and the value of self-care.

Defining the

Value Proposition

The biggest challenge was building a narrative that honored the brand's belief in deeper human connection (jeong) and self-care while still educating customers on the product itself. Working with the product development team, I helped develop the mask's value proposition for the marketing campaign, defining its key benefits, ingredients, keywords, and tone.

The biggest challenge was building a narrative that honored the brand’s belief in deeper human connection (jeong) and self-care while still educating customers on the product itself. Working with the product development team, I helped develop the mask’s value proposition for the marketing campaign, defining its key benefits, ingredients, keywords, and tone.

Crafting the

Narrative Arc

We built the campaign around our co-founder's motherhood story, and the newfound appreciation for self-care that grew out of her experience with postpartum depression.

During the isolation of the pandemic, our community was craving connection, so our goal was to create a safe space through our campaign to talk openly about mental health and wellness, while still holding onto the optimism and joy that self-care can bring. I facilitated brainstorming sessions to define key messaging that would carry this narrative across every piece of campaign content.

We built the campaign around our co-founder’s motherhood story, and the newfound appreciation for self-care that grew out of her experience with postpartum depression.

Shaping the Visual Language

With the narrative and messaging defined, the next challenge was translating them into assets that felt cohesive across every touchpoint. The campaign spanned video, photography, and the e-commerce experience itself, and my role shifted across each one, from supporting the storytelling in video, to directing the photography, to designing and building the launch landing page.

Launching across channels

I led the planning and execution of the multichannel rollout of our campaign across social, influencer partnerships, email and SMS, and the e-commerce site, keeping the branding and messaging cohesive throughout.

The Results

The launch was a success, surpassing both our sales and engagement goals. Within three months, the Rosé Resurfacing Facial Mask became the brand's second-highest-performing product. The campaign's messaging and its emotionally resonant videos earned recognition from our community and from respected beauty publications, and the mask went on to win an Editor's Choice Award.

The launch was a success, surpassing both our sales and engagement goals. Within three months, the Rosé Resurfacing Facial Mask became the brand’s second-highest-performing product. The campaign’s messaging and its emotionally resonant videos earned recognition from our community and from respected beauty publications, and the mask went on to win an Editor’s Choice Award.

Learnings

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

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