Vibrant C
Vibrant C was a special edition product launch, featuring a brand extension with the goal to convert B2B sales while promoting product and business model to our B2C audience. I managed the end-to-end email marketing and social media strategy and designs for U.S. digital channels that lead to 34% email open rate, 43% social media engagement and 2.4% paid social ad conversion rate.
CONTRIBUTIONS
CAMPAIGN STRATEGY
VISUAL DESIGN
AFFILIATE MARKETING
VIDEO EDITING
Brand Extension
The Vibrant C campaign was centered on ingredient benefits and environmental conditions impacting the skin. The visual identity emphasized a vibrant color palette, imagery style, and graphic assets to support an elevated brand and product storytelling experience, bridging ingredients, environment, and one's skincare experience.
Digital Campaigns
Vibrant C launched following a customer journey campaign through email, social media, and paid social, highlighting skincare conditions and product ingredients while promoting the provider locator feature.
Campaign Results
Email Marketing
Crafted B2B campaign including launch and product education. Partners received exclusive promotional offerings for both product, digital, and print collateral to support their individual businesses.
Open Rate
Click Through Rate
Website Conversions
32%
4.3%
3.1%
Social Media
Produced social media campaign to highlight product ingredients and benefits, geared to boost engagement through short-form video.
Engagement
Impressions
Website Conversions
43%
88%
2.1%
Paid Social Ads
Incorporated social media content through paid ads and influencer partnerships to boost engagement and awareness.
Click Through Rate
Conversion Rate
Return on Ad Spend
1.4%
2.4%
2.6x
Insights & Lessons
This campaign was launched across digital channels, producing content for B2B and B2C audiences. We introduced new stylistic elements of a vibrant color palette, assets, and images. We gained valuable insights in social media performance, following the lead incorporating short-form video while remaining brand integrity.
I learned that while we focused on producing promotional product and business model content, we missed elements of consistent storytelling through this brand extension. This launch stood out from others, ultimately creating a gap in our branding. Reflecting on this process, I would create space for product benefits and education, tying in a reliable aspect of the brand that was overlooked in this campaign.
Credits: AlumierMD Global Creative + Content Team