Microderm Polish
The Microderm Polish product launch featured a brand extension, introducing new colors and editorial imagery approach, integrated across campaigns and collateral. I managed the end-to-end email marketing and social media strategy and designs for U.S. digital channels that lead to 47% email open rate, 41% social media engagement and 2.9% paid social ad conversion rate.
CONTRIBUTIONS
CAMPAIGN STRATEGY
VISUAL DESIGN
AFFILIATE MARKETING
VIDEO EDITING
Through Microderm Polish's key ingredient, grapefruit peel oil, the campaign persona took on visual elements that evoked a soft, gentle, and refreshing feelings that coincided with citrus and an exfoliating product. New colors, typography, and imagery styles were incorporated to demonstrate this visual goal and capture audience engagement.
Digital Campaign
This digital marketing strategy was crafted to engage consumers, promoting the product, highlighting skincare education, and calling action to our provider locator, further promoting sales and partnership engagement. I led the strategy and design execution for the U.S. account, collaborating with the global marketing and education team align on social media content, developing reels, paid ads, and designs.
Campaign Results
Email Marketing
Crafted B2B and B2C email marketing campaigns, including launch and product education. Partners received step-by-step skincare protocols ls to support their patients and exclusive order deals, while consumers discovered the product benefits and the opportunity to purchase through a medical professional provider.
Open Rate
Click Through Rate
Website Conversions
47%
8%
3%
Social Media
Produced organic social media campaign, highlighting product ingredients, education, and benefits, educating target audiences on skin conditions and product benefits.
Engagement
Impressions
Website Conversions
41%
68%
2.3%
Paid Social Ads
Produced organic social media campaign, highlighting product ingredients, education, and benefits, educating target audiences on skin conditions and product benefits.
Click Through Rate
Conversion Rate
Return on Ad Spend
2.1%
2.9%
3.4x
Insights & Lessons
This campaign introduced new stylistic features including typography, colors, and imagery. Through a change in editorial photography, this enhanced the brand's identity of luxury incorporated across design and content.
The intersectionality of product images, campaign tag lines, and editorial design and photography, there were challenges of practicing constraint to ensure the brand still felt recognizable. Branching out made it easy to lose foundation, which came up often in iterations. A core guide was staying aligned with our content strategy, educating on product protocol while keeping the design layout in emails, ads, and presentations.
This exploration allowed us to elevate the brand as a whole, further inspiring design and photography styles.
Credits: AlumierMD Global Creative + Content Team