For this project, we had the opportunity to develop a strategy to strengthen Skinome’s position with a secondary target audience: expectant and nursing mothers. The challenge was to create content that not only informs but also builds trust and engagement during a time when the target group is particularly selective about their choices.
Our goal was clear: to position Skinome as the go-to choice for natural and safe skincare during pregnancy by using targeted campaigns and educational content to inspire and engage.
Concept Development
The strategy was built around insights into the audience's specific needs and preferences, focusing on Instagram, Facebook, and TikTok as primary platforms. Each was chosen for its unique strengths in reaching and engaging our target demographic.
Two core pillars of the concept:
User-Generated Content: Collaborating with pregnant UGC creators allowed us to generate authentic content highlighting personal experiences and reviews. This approach was rooted in research showing that 67% of beauty industry consumers are influenced by user-generated content.
Educational Content: To establish trust, we designed content showcasing safe and effective skincare routines during pregnancy. The content also addressed common skin concerns and linked them to Skinome’s product offerings, presented in a visually appealing and easy-to-digest format.
Organic Content and KPI Tracking
My contribution focused on the organic content strategy, particularly on the implementation of UGC. I developed a process to identify and engage UGC creators who aligned with Skinome’s brand values and target audience. To ensure high-quality content, I worked on maintaining a balance between authenticity and professionalism, ensuring the content felt genuine while still meeting brand standards.
I also collaborated on creating creative assets for social media, including carousel posts and stories, aimed at driving engagement and increasing brand visibility. I helped select relevant KPIs to track and measure performance, ensuring the content strategy was aligned with key business goals and could be continuously optimized for the best results.
Reusing Organic Content in Paid Campaigns
To maximize the value of our organic efforts, we incorporated a strategy to reuse high-performing organic content in paid campaigns. This approach allowed us to amplify the reach of authentic, native-looking posts without sacrificing their relatability. By leveraging proven organic assets in targeted ads, we not only ensured a cohesive brand narrative but also increased the efficiency of paid media spend.
The paid strategy involved boosting well-performing UGC posts to larger audiences and retargeting users who had interacted with the original organic material. This combination of authenticity and strategic targeting enhanced audience trust while driving conversions.
Through this project, we not only crafted a strategy tailored to Skinome’s unique needs but also embraced innovative ways to connect with their audience authentically. By combining data-driven insights with creativity and collaboration, we laid a foundation for sustainable growth and meaningful engagement with a highly thoughtful target group.
