Skincare Community Day

Brand Campaign for AXIS-Y

The Context
AXIS-Y was a four-month-old skincare brand that wanted to reach the audiences of leading content creators. But our requests to large creators were left unread. With no budget for media or creative, how would we inspire creators to rave about our brand publicly and get the attention of large creatives?

The Challenge
There are many leading skincare brands and many more emerging brands from Korea flooding feeds. We lack the celebrity endorsements and familiarity of other brands.

The Insight
In a world of division between nations and races, online strangers across the world are supporting one another to improve their skin’s health.
(Discovered by reading through the content published by those who engaged with our brand, noting common themes, and observing headlines about the greater ecosystem)

The Creative Solution
A day to celebrate the international kindness unique to this community. The Skincare Community Day. On May 5th. A date that matches our skin’s healthy pH, the goal we achieve together. On that day we would publish posts publicly appreciating the creators, big and small, who have helped us in our skin journeys.

We created a landing page that shared the vision and personally invited creators to a private messaging group to coordinate our efforts to launch this new holiday together. There we shared a Creative Brief with creators to add cohesiveness to our content.

On May 5th, we signaled the start of the celebration with our brand’s post to invited creators and the rest of our followers to participate. Following the celebration, we created a page on our website marking the creation of this holiday and recognizing the creators who co-launched it.

The Results
Over 30 creators created and published a post celebrating this new holiday with our brand. Over 100 accounts were tagged alongside our brand.
This initiative inspired passion for our brand from creators which later supported our future product releases and initiatives.
See their words and posts below.

Project Team
Due to the limited time, this campaign was conceptualized and executed by one person, me, using existing assets.
Brand - AXIS-Y