@EskinolPH leveraged the Tease-Reveal-Reinforce formula in a campaign that featured Filipina actress, singer-songwriter, host, and vlogger Maris Racal (@MissMarisRacal) to launch the new Naturals skincare line. Known for her sunshine personality and honest reflections, Maris Racal was the perfect ambassador to embody the youthful image of the new products to life.
The campaign kicked off with the Tease phase, in which Maris Racal announced that she had an exciting secret to share with her fans, using the hashtag #SanaAll. @EskinolPH, in turn, stirred excitement and hype by leveraging Influencer Allowlisting, which let the skincare brand to promote Maris Racal’s Tweet.
Next, in the Reveal phase, @EskinolPH used a 24-hour Trend Takeover and Timeline Takeover with hashtag #SanaAllWithEskinol to place its campaign launch video right where the conversation starts — at the top of Twitter’s trend list. By grabbing people’s first impression of the day, the Takeover products achieved high visibility, drove mass awareness for the Naturals line, and showcased the benefits of the products.
Finally, in the Reinforce stage of the campaign, Maris Racal was featured at the centre of a Twitter Serye (a Twitter Threads series that unfolded like a soap opera) about love, career, and self-care regimes that featured Eskinol Naturals. Each part of the Serye contained multiple storylines and scenes that were weaved together using Twitter Threads written by micro-influencer @diarynidenny.
At the end of the Serye, @EskinolPH further engaged users by using Video Ads with Poll to ask fans what’s important to them, whether it was a happy love life or a strong career.
Lastly, @EskinolPH asked users on what they hoped to achieve by using the Eskinol Naturals product. Through Video Ads with Conversation buttons, users could click on one of four custom hashtags, post their answer, and be rewarded with a unique, encouraging response from the brand.
At the same time, @EskinolPH drove momentum for the launch with Image Carousel Ads to showcase three products in an effort to drive lower funnel metrics and encourage purchases. The elaborate campaign had several steps, and each was carefully crafted to create meaningful engagement with the audience.