Digital Strategy:
Social Media "Reset" for an Iconic Global Skincare Brand
Industry: Skincare / Beauty (B2C)
Channels: Social (Facebook, Instagram, & TikTok)
May 2025 - July 2025
The Challenge: As a legacy brand in an increasingly crowded and confusing skincare category, the skincare brand needed to move beyond traditional "matching luggage" (repurposing TV/Print assets for social) to drive true brand relevance. The primary objective was to "reset" the organic social strategy to drive consideration and build community. We needed to bridge the gap between the brand’s clinical "Proven Science" and the relatable, social-first "Mirror Moments" where consumers actually experience aging.
Winning Approach: Our strategy centered on a "Learning North Star" that categorized all content into three distinct pillars: relatability, legacy and craftsmanship, and education.
We implemented a high-velocity production model, increasing post volume by 65% and utilizing a "Yes&" weekly review process to optimize creative based on real-time sentiment. A key component was our Amplification Framework, where organic assets were graded (A–F) based on qualitative sentiment and quantitative benchmarks; only the "top-tier" performers were moved into paid media to ensure maximum ROAS.
The Results
+4.1M
Total Impressions (a +21% increase vs. pre-reset period)
56
Social media assets produced and published in 37 days
+904%
Increase in average Facebook impressions compared to previous benchmarks
+60%
Increase in average Instagram impressions
+363%
Higher impression rate for "Mirror Moment" content vs. standard benchmarks
+11x
Benchmark-breaking performance for legacy-focused content ("MSC Through the Years")
Key Insights: The 60-day reset proved that relatability is a higher-impact reach driver than high production value, with "Mirror Moments" content reaching up to 70% non-followers on Instagram by tapping into authentic aging tensions. We discovered a distinct functional split in engagement: educational "Proven Science" content acts as a high-intent save driver for skincare seekers, while legacy-focused storytelling remains the primary engine for re-engaging brand loyalists on Facebook. Ultimately, using organic social as a rapid testing ground allowed us to identify "breakout" assets—including legacy posts that beat impressions benchmarks by 11x—providing a data-backed roadmap for more efficient, high-ROAS paid amplification.