Last year at Halloween, our agency, Base Beauty Creative Agency, was working with EltaMD, a brand that is obsessed with skincare, specifically sun-protecting skincare. As we helped them build on their medical heritage and science-backed formulas, they have become the #1 dermatologist-recommended professional sunscreen brand. In fact, more dermatologists use EltaMD personally than any other professional sun care brand.
In planning our multi-faceted digital campaign, Base Beauty’s COO, Aleni Mackarey, Ph.D., MS, and I, along with our super creative digital marketing team, thought we might have some fun, create some buzz, and make a real impact. We wanted to use EltaMD’s expansive sampling program in a way that would really hit home. So that’s where we started: home!
Having developed an impressive team of KOLs through carefully curated seeding and paid partnerships, we dispersed edutainment-style TikTok content backed by some of the most trusted voices on the platform. We decided to use the distribution model of Halloween—when, coincidentally, people are usually outside and exposed to the sun—to spread the crucial message on the importance of using sunscreen all the time, not just at the beach. So, we supplied our influencer derms with EltaMD samples they could pass out at their doors as their neighbors stopped by for treats.
Our goal in this test-and-learn project was to explore new channels for delivering the “sunscreen-always” message and create attention-grabbing, TikTok-able moments using our respected team of derms and other trustworthy voices.
So what did we learn? We saw great engagement as followers were delightfully surprised by the unexpected pairing of skincare with Halloween treats. The grownups loved this adult-centric treat, the kids not so much, although we suspect a few sweet treats were handed out alongside the good-for-you skincare samples. After all, these derms live in the same neighborhoods as their younger trick-or-treaters all year long!
The main takeaway: never limit your thinking about how to engage with followers. Use the season, the holidays, or the themes and trends of the moment to find expansive and creative new ways to engage.
What creative ways have you found to spread your brand’s message? Please share!