Paula's Choice 'The Good Fight'
In the spring of 2018, the performance skincare brand Paula's Choice took their first foray into values-driven and emotional storytelling.
Challenge
How do you take a historically functional skincare brand to capture the hearts and minds of a new generation of beauty-interested consumers who could serve as a high-value audience for future brand and product communications?
Our Approach
Tell real women's stories of struggle, risk, and reward, using them as a conduit for the powerful message behind the brand’s creation: the unabashed desire to live one's truth in a branded episodic video series called The Good Fight.
The Good Fight was promoted across Instagram and Facebook on the influencers' own channels, both organically and with paid media. The user journey took high-value audience segments to a custom landing page on our direct-to-consumer website. The landing page featured hero products of which 10% of sales are donated to Women's Prison Association and Baby2Baby respectively. We supplemented the program with a micro-influencer layer, featuring real women and their stories of risk and reward.
ROLE
Senior Digital Strategist
Influencer Casting Support
User Journey Mapping
Content + Creative Strategy
Reporting + Analytics
Team
Director and Photographer: Sophy Holland
Art Director: Erin Fortunato
Director of Strategy: Ashley Banks
Senior Digital Strategist: Chantel Williams
Agency: iced media
Awards: 2018 Shorty Social Good- Fashion, Beauty & Luxury
A RESONANT Cast
By bringing Orange is the New Black star Jackie Cruz and Hart of Dixie star Jaime King on board to tell their struggles with the prison system and fertility issues, we were able to tell stories that resonated far and wide communicating the universal message of truth.
A SINGULAR MESSAGE
Focusing the core communication around the idea of truth allowed us to build the bridge between personal truths and the brand as a solution for years of deception within the skincare industry.
THE STRATEGY
PHASE I: DRIVE AWARENESS + QUALIFY AUDIENCE
We reached our broader target audience with the first two videos which drove consumers to the campaign landing page. Website visitors were then re-targeted with the final video, a piece of content that bridged the campaign between the campaign message and the Paula’s Choice brand. This approach resulted in the development of a more honed target audience that is primed for more product-focused content in the following phase of the campaign.
PHASE II: Re-TARGET TO DRIVE PRODUCT CONSIDERATION
We retargeted the two-times qualified website visitors with additional content that pushed them further along in the funnel, linking them to custom product pages that still maintained the emotional storytelling communications approach of the overall campaign.
PHASE II: CAMPAIGN ADVOCACY
On both paid and organic channels, we continued to the conversation with consumers with engagement focused content and a micro-influencer campaign that encouraged other women to share their own stories of struggle, risk, and reward.