OVERVIEW
Dickinson’s, a trusted household name for decades, aimed to solidify its position as the preferred witch hazel brand among consumers and retailers through social media. By reimagining brand campaigns, creating innovative content, and fostering authentic influencer and brand partnerships, Dickinson’s transformed into a digitally savvy brand with a fresh look, feel, and functionality.
Over the past five years, I have spearheaded comprehensive 360 support for six product launches and numerous campaigns, including “Pure Power, Pure You," "Skincare Confidential," and "Real Witch Hazel, Real Results.” Each campaign focused on educating consumers about the powerful ingredients in Dickinson’s products and inspiring them to embrace their authentic beauty.
Campaigns
Skincare Confidential: Beauty Hacks with Dickinson's
Background
As part of the Skincare Confidential campaign, we aimed to highlight creative, lesser-known ways for consumers to incorporate Dickinson's skincare products into their daily beauty routines.
Execution
We conceptualized unexpected skincare hacks and partnered with 15 UGC creators, including makeup artists and estheticians, to develop Reels. This content was further amplified through email marketing and paid ads.
Results
• Social Media Performance: The content series generated over 350k video views and 9.9k engagements on Instagram and TikTok
• Shares and Saves: The videos were well-received by our IG audience, being shared 870 times and saved over 1.3k times
• Meta Ads: Walmart and Amazon traffic ads resulted in 51k link clicks with an average CPC of $0.20, reaching 984k people and achieving 1.67M impressions over 2 months.
Conclusion
By leveraging innovative content and strategic partnerships, the Skincare Confidential campaign significantly increased engagement and awareness for Dickinson's products. It drove substantial traffic and interaction across multiple platforms while educating consumers on different ways to incorporate the product into their routines.
Skincare Superlatives | Nostalgia & Product Education
Background
The goal of the Skincare Superlatives campaign was to creatively showcase Dickinson’s product benefits, educate consumers, and reinforce brand messaging. We aimed to deliver fun and engaging content during graduation season with a nostalgic 90's aesthetic to resonate with the Millennial demographic.
Execution
I creative directed fun, retro, and nostalgic yearbook graphics to highlight each Dickinson’s product and their personalities (benefits). The two-week campaign culminated in a voting-based giveaway, allowing the audience to vote for Dickinson's Cutest Couple (favorite product pairing) and provide valuable consumer feedback. The campaign was amplified through email marketing.
Results
• Instagram Performance: The campaign generated over 265k impressions and 2.8k engagements, achieving a 10% increase in engagement rate compared to the previous 2-week period.
• Audience Growth: Resulted in 480 new followers and generated buzz, with followers sharing in the comments how and why they love each product
• Community Feedback: Dickinson’s Cutest Couple was crowned The Dynamic DEW-o, featuring Dickinson’s Hydrating Toner and Hydrating Toner + Serum.
Conclusion
The Skincare Superlatives campaign successfully combined creativity, nostalgia, and consumer engagement to highlight Dickinson’s products, resulting in increased brand awareness and interaction.
— 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
Brand Ambassador Program
— ROLE
Lead Strategist
Creative Direction
Project Management
Client Relations
— DATES
2019 – 2024
ONGOING ACTIONS + RESULTS
• Developed shot lists and oversaw production for 11 photo shoots, which generated over 370 photo and GIF assets.
• 209 influencer partnerships resulted in 900+ media assets, 5.8M impressions, over 30k engagements and $60,000 in media value
• Executed 50 successful brand partnerships and sweepstakes with standout brands like, Grande Cosmetics, Scunci, Honey Pot Co, Alaffia, Shop Ryan Porter, FanciiCo and Lys Beauty, resulting in 25k total new followers and 5.1k email subscribers
• Partnered with over 30 content creators to execute 154 video concepts used across organic and paid social
• 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 79.8M impressions, 18.8M reach, and 922k link clicks, achieving an average CPC of $0.42, with the most optimized ad creative delivering a CPC of $0.17.
• Boosted Instagram audience by 192% through effective social media management and strategic content planning