Ask SR Video Campaign

skin republic | campaign strategy, art direction & video production

the brief

Create a campaign that will hero their best selling products to :

Educate existing SR consumers how multiple masks can be incorporated into a broader skincare regime and educate new sheet masks consumers what products they can use to treat their skincare concerns / issues. Content also had to be created during stage 4 lockdown, which limited our options for original photography.

the idea

I proposed a new digital campaign titled ‘Ask SR’, consisting of in-feed and stories designed as a 2020 advice column. Taking inspiration from old Dolly mags with collage style artwork, the content would be fun and light - and significantly reduce the need for original imagery during Covid lockdown.

“Dear SR, my acne is hanging around like a toxic ex. From reappearing when I don’t need it to (especially on the first date with a new fling) to popping up late at night, it’s like a “you up?” text and it’s driving me mad. I’m SO ready to move on and get on with my life. Help me!”

the solution

Beginning as a small social only campaign, Ask SR has now become an integral part of the Skin Republic content calendar. Working closely with their Head of Marketing, I developed the campaign strategy, digital assets, video production, copywriting, PR strategy and digital + print advertising for the entire project.

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PHASE 1:

Launch campaign via socials. Focusing on 4 common skincare concerns: Dullness, Aging, Breakouts & Dry Skin. Content will show customers how a multi-step mask routine can help transform their skin. Supported through in feed posts, instagram stories & video FB ads.

PHASE 2:

Ask SR becomes interactive. Aligning ourself with industry experts and relevant influencers, we open up questions to our customers via socials. Supported through media and influencer partnerships.

PHASE 3:

Armed with concerns and questions from our audience, a team of experts will work hand in hand with our carefully selected influencers to produce a series of videos and static content. They will provide expert advice in a fun and casual environment, allowing customers to feel confident in selecting the right masks for their skin. Supported through igtv, reels and in feed content.