OVERVIEW
Since 1866, T.N. Dickinson’s has set the benchmark for natural skincare treatments, striving to cement its reputation as the go-to medicine cabinet essential for families and retailers through effective social media and digital marketing strategies. By reimagining brand campaigns, producing innovative content, and cultivating genuine influencer and brand partnerships via social listening, T.N. Dickinson’s has evolved into a vibrant and engaging family brand with a fresh, fun personality.
Over the past five years, I have led comprehensive 360-degree social media and digital marketing strategies for two product launches and numerous campaigns, including “Take Care with T.N.,” “There’s T.N. Dickinson’s for That,” and “It Takes a Village.” Each campaign was designed to educate consumers on the multi-purpose uses and benefits of T.N. Dickinson’s products, reinforcing its role as a family first aid and skincare essential.
Campaigns
It Takes a Village | Positioning, Influencers + Content Creators
Background
The "It Takes a Village" campaign highlighted the importance of collective efforts in navigating everyday life, from the support of school nurses and camp counselors to barbers and family self-care routines. T.N. Dickinson's proudly contributes to this village by offering clinical-grade witch hazel as a versatile solution for skin cleansing and soothing.
Execution
To demonstrate the product's versatility, we collaborated with 17 health and wellness professionals, including Leroy Garrett, a reality star and professional barber from MTV, to showcase how T.N. Dickinson's seamlessly fits into everyday personal care routines. The 360 campaign involved partnerships with influencers, creators, and brands, with content amplified through email marketing and social media ads.
Results
• Social Media Performance: The content series generated over 815k video views and 11k engagements on Instagram and TikTok
• Shares and Saves: The videos resonated well with our Instagram audience, being shared 500 times and saved over 1,400 times.
• Influencer Whitelisting Ad: An influencer whitelisting activation resulted in 1.6 million impressions, 824,000 reach, with a cost per result (CPR) of $0.08 and over 65,000 estimated ad recall lift.
Conclusion
By leveraging the influence of health and wellness professionals and executing a robust multi-platform strategy, we not only increased brand awareness but also engaged a wide audience of different interests. The impressive engagement metrics and reach demonstrate the campaign's effectiveness in positioning T.N. Dickinson's as a trusted partner in personal care. This campaign underscores the brand's commitment to community-driven support and highlights the impact of strategic partnerships in amplifying brand messaging.
DIY Remedies with T.N. Dickinson's
Background
Through social listening, we discovered that social media audiences were using T.N. Dickinson's witch hazel in creative DIY remedies, ranging from postpartum care essentials to bug repellents and bath soaks. We capitalized on this organic trend by developing a content series featuring influencers and content creators to showcase these inventive uses and inspire on the multi-purpose benefits.
Execution
We identified 25 different DIY remedies using T.N. Dickinson's Astringent and contracted over 20 influencers and content creators to bring these concepts to life. The campaign was further amplified through brand partnerships and newsletter roundups, extending our reach and engagement.
Results
• Social Media Performance: DIY influencer posts and creator videos generated over 340,000 video views and 16,700 engagements on Instagram and TikTok
• Shares and Saves: The content resonated strongly with our Instagram audience, being shared 2,200 times and saved over 6,600 times.
• Audience Growth: Three DIY-themed giveaways resulted in over 1,200 new followers on Instagram.
Conclusion
The campaign successfully tapped into an existing organic trend, demonstrating the brand's versatility and fostering deeper connections with our audience. Through influencer partnerships and creative content, we enhanced overall brand awareness and engagement. The positive response and audience growth confirm the effectiveness of using authentic user-driven trends in social media strategies.
— SERVICES
360 Digital Strategy
Social Media Management
Content Strategy & Creation
Influencer Marketing
Brand Partnerships
Social Media Ads
Retailer Support
Social Listening
Email Marketing
Amazon Posts
— ROLE
Lead Strategist
Creative Direction
Project Management
Client Relations
— DATES
2020 – 2024
ONGOING ACTIONS + RESULTS
• Developed shot lists and oversaw production for 8 photoshoots, which generated 245 photo and GIF assets.
• 50 influencer partnerships resulted in 300+ media assets, 1.5M impressions, over 27k engagements, 425,000+ video views and $44,000 in media value
• Partnered with over 35 content creators to execute 172 video concepts used across organic and paid social
• Executed 40 successful brand partnerships and sweepstakes with standout brands like, Maty's, Barbasol, and Mommy's Bliss, resulting in 13.7k total new followers and 7.6k email subscribers
• Implemented a comprehensive Meta ads strategy targeting brand awareness, product launches, and retailer support campaigns for CVS, Walmart, Walgreens, Amazon, and Target. Over two years, this resulted in 48.2M impressions, 14.2M reach, and 703k link clicks, achieving an average CPC of $0.44, with the most optimized ad creative delivering a CPC of $0.12.
• Boosted Instagram audience by 100% YoY through effective social media content and strategic brand and influencer partnerships
• A TikTok ad campaign to support a partnership with The Sharpe Family resulted in 8.1M impressions, 3.1M reach, and 44.5k link clicks