Hyoju Jeong

Amazon Lifestyle

Amazon Lifestyle reached out to Reissue in the summer of 2018 to suggest a collaborative campaign for their new launch of the Indie Beauty Shop. They asked us to create Instagram content featuring four promising indie beauty brands that are available at Amazon. Around that time, we were looking for ways to feature hidden skincare gems. Since most of our content featured trending and popular skincare brands, products or ingredients, some of our followers felt a lack of diversity in our content. This led us to consider ways to feature and bring to light some indie brands that people were not familiar with. We thought the collaborative campaign with Amazon would be a really good opportunity not only to meet our followers’ needs but also to help Amazon Indie beauty’s mission of raising awareness to their participating brands.

Name

Amazon Lifestyle

Dates

2018

Category

Marketing Strategy

Marketing Objective

I was challenged to create content featuring four different indie brands on our Instagram account. My goal for this campaign was to introduce these brands with a common direction, integrate their identities with Reissue’s, strategize and create different types of content, and then map them to the most effective channel to maximize engagement results.

1. Defining a Direction

I tried to find a common value Reissue and other four brands shared. While I researched, I discovered all of the brands have a very transparent tone when it comes to their ingredients. Since Reissue’s core value also lies in educating skincare ingredients, I formed the campaign initiative of delivering honest information about the core ingredients of the brands’ products.

2. Intergrating Parter Brands’ Identity

I focused heabily on having cohensive visual asethetics. I needed to respect each brand’s unique brand identity, while making sure the content also was a part of Reissue’s creation. I used each brand’s primary colors to represent their personality while using visual elements like logos and illustrations for increased recognizability.

3. Understanding the User Flow

Since desired user behavior were completely different depending on types of the channels, it was really important to select the right channel for our content. We mainly publish content through three different channels: Instagram Stories, Instagram Posts, and a Reissue Collection which was a type of user-generated content available on our website. This proper mapping of content and channel allowed generated leads to wanted website traffic.

Colors

Application


Week 1.   No B.S.
Week2.   Knours.
Week 3.   Foxbrim
Week4.   BioTrust
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