Challenge:
How do we break through the cluttered skincare content on social and educate Millennial women that they can beat their adult acne with Differin?
Idea:
Tap into Millennial women’s candid humor and appreciation for realness by putting “Differin” spin on popular platform trends and tropes. Our snackable creative takes on the protagonist, A.K.A., acne, with fresh banter and a remedy for anyone on the journey to achieving skin clarity.
Role:
In addition to ideating and scripting all the concepts, my partner and I also led the initial charge of convincing out clients to use the platform to begin with.
Press:
Little Black Book, MediaPost, Adweek, Shorty Awards Audience Honor
In addition to simply being the brand’s first-ever organic content, it was also featured on TikTok’s new beta e-commerce unit making our Acne Gel and Dark Spot Correcting Serum available for immediate purchase.
To further increase cultural relevance, we crafted tailored briefs and direction for specific skincare influencers.
Building off the success of our unapologetic twists on content trends & tropes, we took a similar, candid approach to promote their newest body acne scrub, using a clever misdirect to call out the lack of body acne acknowledgement in “classic” acne ads.
Fun Fact: This intro might be my favorite line of copy I’ve ever sold in tbh.