OVERVIEW
Humphreys Witch Hazel went through a complete rebrand in 2020 and needed a social media agency to help with their repositioning, creating a new digital identity and building brand awareness among a Gen Z audience. Through a 360 social media strategy, we sought to bring the sensorial experience consumers would have when using Humphreys botanical toners and mists to life through a variety of digital activations.
Campaigns
Humphreys Through the Decades | Influencer Activation
Background
“Humphreys Through the Decades” was conceptualized as an exciting TikTok campaign that partnered with era-specific influencers to create engaging GRWM content featuring both vintage and current scenarios with Humphreys. Influencers showcased different Humphreys products as inspiration for outfits representing their respective decades. The goal was to highlight Humphreys' rich heritage and establish the brand as a timeless witch hazel product while effectively reaching and engaging a Gen Z audience on TikTok.
Execution
We collaborated with 7 TikTok influencers, each representing a different era, to integrate Humphreys products into their GRWM routines. Each influencer shared their video on their TikTok channel, while we created a campaign compilation video using highlights from their content. This compilation was then amplified through brand awareness ads on TikTok and Meta and featured in a brand newsletter to maximize reach and engagement.
Results
• Influencer Performance: Influencer posts resulted in 250k views and 25k engagements
• Meta Ads: Brand awareness ads resulted in over 2.2M impressions, 650k+ reach and an Earl Rate of 10%
• TikTok Ads: Brand awareness ads resulted un over 700k+ impressions and 4k+ link clicks
Conclusion
The "Humphreys Through the Decades" campaign effectively showcased the brand's enduring appeal by leveraging the unique styles of era-specific influencers. The campaign significantly boosted engagement and brand awareness, successfully connecting with a Gen Z audience and positioning Humphreys as a timeless favorite.
Transport Yourself with Humphreys Witch Hazel
Savannah Smith, Ambassador | Creative Direction
Background
Savannah Smith, (Gossip Girl, HBO), was signed as a celebrity ambassador for Humphreys through a one-year contract. For this project, I conceptualized a video where Savannah applies Humphreys Witch Hazel at home and is then transported into a serene natural setting, adorned in a custom-made flower dress, to highlight the product's sensorial experience.
Execution
To bring this vision to life, I developed a storyboard outlining the video sequences and conceptualized the design of the flower dress. I attended the photoshoot with Savannah Smith and co-directed the video shoot, ensuring the creative vision was executed flawlessly. The final video asset was leveraged across various channels, including Meta + Youtube ads, organic social media content, and newsletters, maximizing its impact and reach.
Results
• Meta Ads: Brand awareness ads resulted in over 1.7M impressions, 623k+ reach, and an Earl Rate of 12% with a CPR of $.13
• Youtube Ads: The Savannah Smith ad resulted in the highest 100% video view rate (68%) in comparison to the product ads running simultaneously (50% – 57%).
• Email Marketing: The Transport Yourself newsletter achieved a 30% open rate, making it the highest-performing newsletter of the year.
Conclusion
The "Transport Yourself with Humphreys Witch Hazel" campaign successfully leveraged Savannah Smith's celebrity appeal to highlight the product's sensorial experience. The campaign achieved significant engagement across multiple platforms, establishing Humphreys as a beloved and effective brand.
— SERVICES
360 Digital Strategy
Social Media Management
Content Strategy
TikTok Campaigns
AR Filters
Spotify Playlist Curation
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 – 2023
ONGOING ACTIONS + RESULTS
• 73 influencer partnerships resulted in 260+ media assets, 1.1M impressions and $35,000+ in media value.
• Curated 6 Spotify playlists based on the different sensory experiences that each Humphreys toner scent creates. Playlists were organized by the different product names, Soothe, Recharge, Calm, Clarify, Refresh, & Nourish, in order to match a consumer's mood.
• Developed shot lists for 2 photoshoots, generating 30 multi-purpose assets for website, newsletters, social media and ads
• Executed Meta, Youtube and TikTok brand awareness and retailer support ads for Target, Walmart and other nationwide stores.
• Launched 6 Instagram AR ingredient filters to provide a digital experience for each product and included use in IG Stories as influencer deliverables.
• Partnered with over 15 content creators to execute 53 video concepts used across organic and paid social.
