We drove awareness and increased conversion to Renpure's Tea Tree & Rosemary Collection by using three simple communication blocks. Start with the truth, show the decision or proof, and explain why it matters. We shifted from serving the same assets to both TikTok and Instagram to mapping strategic content that would target each platform usage, trends and audience. Campaign concept + tagline, paid social assets, retail signage and motion assets. My involvement in the project was visual strategy, photography, videography, editing and art direction.
BEHIND THE SCENES
The idea "Spa Misconception" came from the rising interest of scalp-health and head spa. The idea was to show our primary target; the busy mom that she deserves a "pure" moment even though her real world often interrupts it. The campaign was built around that tension, infusing the brand's understated humour.
Concept 1
Concept 2
Concept 3