Sarah Floyd

**Campaign Brief** A dermatologist-developed skincare brand (similar to CeraVe) launching a new product line targeting skin barrier health needs to build awareness among beauty enthusiasts and drive trial through trusted creator voices. **Target Audience** Women and men 18-45, interested in skin health and science-backed beauty, active on TikTok, Instagram, and YouTube **Strategic Approach** **Influencer Selection Strategy** - Focus on micro and mid-tier influencers (10K-500K followers) for higher engagement rates and authenticity - Prioritize creators with strong skincare content history and engaged beauty-focused audiences - Use tools like HypeAuditor or Social Blade to vet engagement authenticity (target: 4-8% engagement rate) - Build a tiered influencer roster: 60% micro (10K-50K), 30% mid-tier (50K-500K), 10% macro for reach **Multi-Platform Campaign Strategy** Each platform serves a distinct role in the campaign funnel, requiring tailored content approaches and success metrics. **Instagram Strategy: Trust Building & Conversion** *Role in Campaign:* Mid-to-lower funnel — building trust and driving conversions through aspirational yet achievable content *Content Formats:* - **Reels (primary focus):** 7-15 second before/after transformations, "things that helped my skin barrier" trends, morning routine snippets - **Stories:** Day-in-the-life product integration, polls asking followers about skin concerns, swipe-up links to product pages, Q&A sessions - **Carousel Posts:** Educational "5 signs your barrier is damaged" with product as solution, ingredient breakdowns, routine step-by-step guides - **Broadcast Channels:** Exclusive tips, early access to promotions, behind-the-scenes from brand events *Platform-Specific Tactics:* - Leverage Instagram Shopping tags for seamless purchase journey - Use Partnership Ads to amplify top-performing organic posts for 60 days - Encourage "Add Yours" sticker chains for UGC generation - Deploy Instagram Collabs feature for cross-pollination between brand and creator accounts *Success Metrics:* - Saves-to-likes ratio (target 1:8 or better — indicates high-value content) - Story completion rate >70% - Link clicks and product page visits - Engagement rate >2.5% for mid-tier, >4% for micro **TikTok Strategy: Awareness & Education** *Role in Campaign:* Top-of-funnel — building awareness and establishing ingredient credibility through educational entertainment *Content Formats:* - **Educational Shorts (60-90 sec):** "Dermatologist explains ceramides," ingredient deep-dives, myth-busting content - **Trend Participation:** Adapting trending sounds/formats to skincare education (e.g., "telling you what helped my skin" trend format) - **Get Ready With Me:** Natural product integration into morning routines with authentic narrative - **Before/After Series:** Multi-video journey documenting skin changes over 2-4 weeks *Platform-Specific Tactics:* - Launch branded hashtag challenge encouraging users to share their skin barrier journey - Use TikTok Shop integration for in-app purchasing where available - Deploy Spark Ads on top 20% of organic content for extended reach - Leverage "Series" feature for exclusive multi-part educational content *Success Metrics:* - Video completion rate >50% (strong signal to algorithm) - Engagement rate >8% (TikTok's engaged audience standard) - Share rate (indicates content value — people sending to friends) - Hashtag challenge participation volume **YouTube Strategy: Deep Credibility & Long-Term Value** *Role in Campaign:* Trust validation — providing in-depth, evergreen content that builds lasting brand authority *Content Formats:* - **Long-Form Reviews (10-15 min):** Detailed product testing over 4-8 weeks with clinical explanations - **Routine Videos (8-12 min):** Complete skincare routines with product integrated as key step - **Educational Deep-Dives (12-20 min):** "Everything you need to know about skin barrier health" featuring product - **Comparison Content (8-10 min):** Honest assessments against competitors (builds trust through transparency) *Platform-Specific Tactics:* - Optimize for SEO: "best ceramide moisturizer," "how to repair skin barrier" — evergreen search terms - Include timestamps for product mentions to maximize viewer retention - Use YouTube Shopping integration for product links throughout video - Leverage Community tab for ongoing engagement between video uploads *Success Metrics:* - Average view duration >60% (signals quality to algorithm) - Click-through rate on product links >3% - Comments mentioning purchase intent or results - Subscriber conversion rate (viewers becoming creator subscribers) **Pinterest Strategy: Discovery & Inspiration** *Role in Campaign:* Upper-to-mid funnel — capturing users in research/inspiration phase with high purchase intent *Content Formats:* - **Idea Pins:** Multi-page routines, ingredient guides, before/after transformations - **Product Pins:** Shoppable pins linking directly to product pages - **Infographic Pins:** "Signs of damaged skin barrier," "how to use ceramides" visual guides *Platform-Specific Tactics:* - Create boards around "barrier repair skincare," "science-backed skincare routine" - Leverage Pinterest's 3-month content lifespan (content surfaces longer than other platforms) - Use Rich Pins for automatic product information updates - Target "skincare routine" and "best moisturizer" keyword searches *Success Metrics:* - Outbound clicks to website - Save rate (indicates high intent) - Close-up views on product detail pins **Platform Budget Allocation:** - Instagram: 40% (highest conversion potential) - TikTok: 35% (awareness and virality potential) - YouTube: 20% (long-term SEO value and credibility) - Pinterest: 5% (efficient discovery channel) **Integrated Campaign Elements** - **Paid Social Amplification:** Boost top-performing influencer content through Instagram Partnership Ads and TikTok Spark Ads - **Earned Media:** Coordinate influencer content timing with PR seeding to beauty editors - **Owned Content:** Repurpose licensed UGC across brand's own channels **Compliance & Best Practices** - Ensure all paid partnerships include clear FTC disclosures (#ad, #partner, "Paid partnership with" tags) - Create influencer guidelines covering brand messaging, visual standards, and disclosure requirements - Implement content approval workflow balancing brand consistency with creator authenticity **Measurement Framework** - Track reach, impressions, engagement rate, and sentiment by influencer tier - Use unique promo codes and UTM links for each creator to measure conversions - Calculate cost per acquisition (CPA) and return on ad spend (ROAS) - Monitor brand search volume and social listening metrics **Example Influencer Roster** *Macro Tier (500K-1M followers):* - **@skincarebycassandra** (850K TikTok) - Licensed esthetician bridging clinical expertise with accessibility; known for ingredient deep-dives and skin barrier education with highly engaged millennial audience - **@natalieo'neill** (680K TikTok) - Rapidly growing science-focused creator specializing in retinaldehyde and emerging ingredient research; strong credibility with dermatology-curious Gen Z *Mid-Tier (50K-500K followers):* - **@byemmaleah** (315K Instagram) - Netherlands-based creator with exceptional 4.13% engagement rate; focuses on affordable skincare and ingredient education for price-conscious millennials - **@shereene_idriss** (280K Instagram) - Board-certified dermatologist known as "PillowtalkDerm"; creates evidence-based content debunking skincare myths - **@caroline_hirons** style estheticians (200K-400K range) - Trusted product reviewers with years of industry credibility and mature audiences seeking expert guidance *Micro (10K-50K followers):* - Skin journey accounts documenting real results with specific skin concerns (acne, eczema, barrier repair) - Estheticians and skincare enthusiasts with tight-knit communities seeking affordable, science-backed products - Diverse creators representing different skin types and tones for authentic representation **Rationale:** This mix balances educational authority (dermatologists, estheticians) with relatable authenticity (skin journey accounts). The science-backed positioning of the brand requires influencers who can articulate ingredient benefits credibly while maintaining approachability. **Content Concepts by Influencer:** *For @hyram / @doctorly (Macro Educators):* - **"Barrier Repair Breakdown" TikTok Series:** 60-second videos explaining ceramides, why skin barrier matters, and how the product works at ingredient level. Why it works: Their audience expects education-first content with scientific backing. - **YouTube Deep Dive:** 10-15 minute video testing the full product line over 4 weeks with clinical explanations of results. Why it works: Long-form allows for credibility building and thorough product demonstration. - **Instagram carousel:** "5 Signs Your Skin Barrier Is Compromised" with product as the solution in final slide. Why it works: Saves-focused, educational content that positions product as problem-solver. *For Mid-Tier Beauty Educators:* - **"Affordable Dupes vs. [Brand]" comparison content:** Honest review showing where the product excels. Why it works: Builds trust through transparency; their audiences value budget-conscious recommendations. - **"Get Ready With Me" morning routine integration:** Natural product placement in authentic skincare routine. Why it works: Demonstrates real usage without hard sell. - **Before/After Grid Posts:** 2-week results with detailed caption about texture, absorption, and skin changes. Why it works: Visual proof resonates on Instagram; detailed captions drive saves and engagement. *For Micro Skin Journey Accounts:* - **Vulnerability-led Stories series:** Daily Stories documenting skin changes, struggles, and wins with the product. Why it works: Their audiences follow for authentic journey content and relatability. - **"Things I wish I knew about [skin concern]" Reels:** Personal story format with product as discovery moment. Why it works: Emotional connection + solution-oriented. - **Community Q&A posts:** "You asked about my routine" with product featured as key step. Why it works: Micro creators thrive on direct audience engagement; feels like friend recommendations. **Campaign Economics & ROI Projection** *Total Campaign Budget: $180,000 (90-day campaign)* **Budget Allocation:** - **Influencer Fees: $105,000 (58%)** - Macro tier: $40,000 (2 creators @ $18-22K each for multi-platform packages) - Mid-tier: $45,000 (12 creators @ $3-4.5K each for Instagram + TikTok) - Micro: $20,000 (20 creators @ $800-1.2K each for platform-specific content) - **Paid Media Amplification: $45,000 (25%)** - TikTok Spark Ads: $20,000 - Instagram Partnership Ads: $20,000 - Testing budget: $5,000 - **Content Production & Seeding: $18,000 (10%)** - Product seeding and shipping: $8,000 - Professional photography for select creators: $5,000 - Content licensing fees (extended usage): $5,000 - **Tools & Management: $12,000 (7%)** - Influencer platform fees (Traackr/AspireIQ): $6,000 - Tracking and analytics tools: $3,000 - Legal review and contracts: $3,000 **Projected Performance Metrics:** - **Total Reach:** 35-45M impressions across organic and paid - **Engagement:** 1.2-1.8M interactions (likes, comments, shares, saves) - **Click-Through Rate:** 1.5-2.5% on paid amplification - **Website Traffic:** 180,000-250,000 visits via influencer links - **Conversion Rate:** 2.5-3.5% (skincare category benchmark) - **New Customers Acquired:** 4,500-8,750 **Revenue Projections:** - Average Order Value: $48 (starter set purchase) - First-Order Revenue: $216,000-420,000 - Customer Lifetime Value: $165 (3.4x repeat purchase rate) - Total LTV: $742,500-1,443,750 **ROI Analysis:** - First-Order ROI: 1.2:1 to 2.3:1 - Lifetime Value ROI: 4.1:1 to 8:1 - Cost Per Acquisition: $20.57-$40 (vs. industry average of $45-65) - Break-even point: ~60 days into campaign **Content Asset Value:** - 150-200 pieces of licensed UGC for ongoing marketing use - Estimated asset value: $75,000-100,000 (if produced in-house) - Usable across owned channels, paid ads, retail displays for 12 months **Potential Challenges & Mitigation Strategies** **Challenge 1: Influencer Posts Off-Brand or Controversial Content During Active Campaign** - **Risk Level:** Medium - **Mitigation Strategy:** - Include social media conduct clause in contract with 48-hour termination rights - Bi-weekly social media audits of partner accounts during campaign period - Establish clear crisis communication protocol: immediate pause on paid amplification, assess situation within 24 hours, decision to continue or terminate - Maintain 10% budget reserve for rapid replacement partnerships if needed **Challenge 2: Engagement Rate Falls Below Contracted Benchmarks** - **Risk Level:** Medium-High - **Mitigation Strategy:** - Require HypeAuditor or similar third-party audit before contract signing - Include engagement rate guarantees in contracts (minimum 3% for macro, 5% for mid-tier, 6% for micro) - Structure payments: 50% upfront, 30% upon posting, 20% upon meeting 7-day engagement benchmarks - Build in content optimization rounds: if first post underperforms, provide feedback for iteration before additional deliverables **Challenge 3: Product Out-of-Stock During Peak Campaign Period** - **Risk Level:** High Impact - **Mitigation Strategy:** - Align with supply chain team 60 days pre-launch to secure inventory commitments - Build 4-week inventory buffer beyond projected demand - Create "notify me" landing page as backup if stockouts occur - Pause paid amplification immediately if out of stock to avoid wasted spend - Have contingency messaging ready for influencers to share ("overwhelming response, back in stock [date]") **Challenge 4: Competitor Launches Similar Campaign or Product Simultaneously** - **Risk Level:** Medium - **Mitigation Strategy:** - Include 90-day category exclusivity clauses for macro and mid-tier partners - Emphasize unique product differentiators (dermatologist-developed, specific ingredient story) that competitors can't replicate - Monitor competitor activity and be prepared to pivot messaging emphasis (e.g., shift from "affordable" to "clinically tested" if competitor goes budget route) - Maintain relationships with creators for rapid response campaigns if needed **Challenge 5: Negative Product Reviews or Skin Reactions Emerge During Campaign** - **Risk Level:** High Impact - **Mitigation Strategy:** - Pre-campaign patch test period with all influencers (30 days before posting) - Clear guidelines on honest reviews: authenticity is more valuable than false perfection - Monitor comment sections daily and provide customer service resources to respond to concerns - Have dermatologist on standby to address ingredient questions or concerns - Prepare crisis messaging with medical/legal review if widespread issues arise **Challenge 6: Content Approval Bottlenecks Delay Posting During Key Launch Window** - **Risk Level:** Medium - **Mitigation Strategy:** - Create tiered approval system: - Tier 1 (pre-approved): Caption templates and visual guidelines = no review needed - Tier 2 (24-hour turnaround): Custom content via Slack review channel - Tier 3 (48-hour): Complex or high-visibility content requiring legal review - Assign dedicated approval manager with decision-making authority - Set clear SLAs in influencer contracts: brand has 24 hours to approve or content is auto-approved - Build 5-day buffer into launch timeline to absorb approval delays **Challenge 7: Paid Amplification Costs Exceed Projections Due to Algorithm Changes** - **Risk Level:** Medium - **Mitigation Strategy:** - Allocate 10% contingency within paid budget for CPM fluctuations - Test paid amplification 2 weeks before full campaign launch to establish baseline costs - Set strict ROAS targets: pause any ad sets falling below 2:1 after 7 days - Have organic-only backup plan ready if paid performance deteriorates - Diversify across platforms (TikTok + Instagram) to reduce single-platform dependency **Expected Outcomes** - Build brand awareness through authentic creator voices - Drive qualified traffic and conversions through trusted recommendations - Generate content library for ongoing marketing use - Establish relationships with creators for long-term partnerships - Achieve profitability within 60 days and 4-8:1 lifetime ROI