Social Strategy
Client: e.l.f.
Project: TikTok Launch
Ask: Win Gen Z and drive DTC sales on TikTok.
Insight: In 2019, nobody followed brands on TikTok. They followed sounds.
Idea: A custom repeatable trend that celebrates every eye, lip, and face.
Results: Widely regarded as TikTok's first viral brand campaign. 5.6B views and counting. The first brand to pass 1M recreations and reach the #1 trending hashtag.
Client: Keys Soulcare
Project: It’s Like Skin Launch, Deeply Replenishing Launch, Let Me Glow Launch
Ask: Bring Alicia Keys' vision of beauty beyond skin to the feed.
Insight: The category stops at skin. Keys Soulcare goes deeper.
Idea: Wellness imagery defaults to pale and minimal. Keys Soulcare should feel rich and warm, like the soul.
Results: 10M+ views across content. Featured in Allure and Bustle.
Client: Kiko Cosmetics
Project: US TikTok Launch
Ask: Introduce Kiko's Italian style and color payoff to American audiences.
Insight: On TikTok, you only get one first impression. Kiko's first impression had to be confident, chic, and colorful.
Idea: Put sensorial, lived-in beauty in every it-girl feed and bag.
Results: 100K+ US TikTok followers in a year.
Client: Sports Research
Project: Gummy Vitamin Launches
Ask: Drive trial and purchase for new supplement gummies.
Insight: Supplements only work if you keep taking them, and taste is what keeps a habit going.
Idea: Make supplements look good enough to eat.
Results: Multiple SKUs hit Amazon's Top 100 in Health + Wellness soon after launch.
Other Social Projects
Client: Each + Every
Client: Soft Services
Client: Biossance
Client: Isima
Client: epres
Client: Moon x Sanrio