Keen to reach an enthusiastic community of skincare and cosmetics enthusiasts, SkinCeuticals UK (@SkinCeuticalsUK) turned to Twitter. It not only sought to build brand awareness with its campaign showcasing a new serum, but the brand also wanted to achieve best-in-class video retention metrics.
The @SkinCeuticalsUK centred on showcasing the full range of benefits of its Silymarin CF vitamin C serum. The brand was keen to align the campaign with a relevant premium publisher, so an Amplify Pre-roll campaign with Harper’s Bazaar UK (@BazaarUK) made for an elegant campaign choice.
In addition, @SkinCeuticalsUK sponsored educational video content, which offered more of a deep dive into the benefits of the serum and why skincare aficionados should add it to their daily routine, to reinforce the campaign.
With @SkinCeuticalsUK’s brand promise involving a science-backed approach to skincare, it made sense to ensure this @BazaarUK video content was expert-led. It featured aesthetic doctor and cosmetic skin health expert Dr. Amiee Vyas talking about the serum and the general benefits of its key ingredients.
To ensure the campaign reached consumers most likely to purchase the serum, such as those chatting on the platform about skincare and beauty topics, @SkinCeuticalsUK engaged in tailored targeting. It aimed the campaign at women aged 25 and above using Twitter keywords, interest groups, follower lookalikes, and conversational targeting parameters.