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Launch: Spring/Summer Campaign: Sculpted by Nature Brand concept and direction: Sculpted by Nature campaign positions Rhode as an advocate for natural beauty focusing on using hydrating, lightweight skin products and enhancing peoples natural facial features. Core Message: People do not need to hide behind layers of makeup, they should wear it because they want to express themselves Glazing Milk Glazing Mist Barrier Butter Peptide Lip Treatment Product Lineup:
Campaign Objectives & Target AudienceCampaign Objectives: 1.Achieve over 20 million earned and paid digital impressions across social channels such and instagram, TikTok during the 9 week launch window ensuring we position rhode as a go to brand for minimal summer beauty. 2.Drive a 3.5% e-commerce conversion rate on launch landing pages and aim to sell out of our product lineup within the first 10 days. 3.Generate over 1,500 UGC posts using over unqiue campaign (#NaturalRhodes) Target Audience: Primary Target Audience Gen z and younger millennials aged 18-28, those that prioritise minimal makeup over full coverage, high media consumption. Secondary Target Audience Older millennials aged 28-38 with disposable income, those that value travel friendly products.
Social & Digital strategy Tiktok & Instagram: ASMR texture reels only using our product lineup in natural settings such as the beach or outdoor area which will allow for natural sounds e.g waves, birds chirping. 60 second routine TikTok- A fast paced GRWM using our products showcasing natural beauty and the ability of our products DITL vlogs focusing on our compact prod bus being used throughout the day, packed for beach days and long summer nights. Experimental Activation: Rhodes beach club- A sunset bar over looking London which will display our products through testing kiosk, PR packages, cooling mist stations. Soho/Covent Garden (example of places with high footfall) Cornwall, Newquay as an example to help represent the summer asthetic
OOH & PAID MEDIA Billboards: Real time triggered billboards that are weather affected and will change taglines and aesthetics- Overcast/cool: Waiting for sun, fake the glow with rhodes glazing milk Summer/above 22 degrees- the heats on keeps it lightweight with rhodes peptide lip treatment Standard billboards that will include our tagline- Golden skin, zero effect, hydrated by Rhode Transit shelter: Situated in and around bus stations which have a built in motion mist diffuser activation which will emit the glazing mist and will have sample station to promote the other products.
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