Menu
Over-delivering our campaign KPIs by 50%
Paula’s Choice Skincare wanted to drive awareness of their brand in the UK, get their products into people’s hands, and establish their core positioning (transparency, trustworthy, evidence-based and cruelty-free) amongst younger customers.
While they had been active on TikTok for over a year, they approached Fanbytes to help them with their first bigger, paid campaign.
#BeautyBeginsWithTruth
We established a strategy in three phases; all of which leaned into creative focused on skincare mythbusting and providing genuine expertise. The Fanbytes by Brainlabs team amplified this message with the help of an incredible 1500 influencers!
Phase One:
Use niche subject-matter experts and dermatologists on TikTok to build authority.
Phase Two:
Amplify the message with lifestyle creators that have a broad reach.
Phase Three:
Employ a gifting campaign to boost organic content.
The campaign was a huge success and we over-delivered on every KPI (and then some).
We achieved an incredible 44 million views (+50% over target) and a 30% follower increase on the Paula’s Choice TikTok account.
Even more impressively, the #BeautyBeginsWithTruth campaign attracted over $1million in earned media value.
In a feature by Glossy, our Account Manager explained why the campaign resonated so well with Gen Z customers:
“During the lockdowns of the past two years, a lot of skin-care experimentation took place among consumers. So there was a genuine demand for a safe space and judgement-free zone to be created.” – Lia Caesar, Fanbytes by Brainlabs.
@drspf Thanks for taking the quiz! #retinol #mythbust @paulaschoice #skincare #BeautyBeginsWithTruth #AD ♬ original sound - Dr. Daniel Sugai
@spencer.barbosa #stitch with @dermdoctor to win $1k. No Purch. Nec. Go to @Paula’s Choice for T&C’s #beautybeginswithtruth ♬ Soul Catcher - MikhailovMusic
