Pioneering the children’s skincare industry, this client was preparing to launch a line of kid friendly skincare products to compete with less appropriate brands.
They were looking for a social media manager who could create an aesthetic and all round social media presence that would appeal to parents and children. This meant strategically blending vibrant youthful imagery with information that built trust and presented the brand as a safe alternative to other skincare products on the market.
With a presence on both Instagram and TikTok, I aimed their TikTok presence at younger audiences (due to the demographics) while presenting the Instagram audience with more mature content such as brand values and ingredient breakdowns.
About the brand
Content planning
As you can see in my presentation for the brand, the mood board was all about building vibrant content that felt aesthetically pleasing to adult audiences, but easily relatable to younger audiences.
The idea was to blend pastels with strong product imagery. This way I could repurpose the visuals and alter them to suit the target audience depending on where I was posting.
While the basis of this idea sat in calm blues and purples, the client had been working on a series of colours that they wanted to use for the brand. Considering these too were bright, block colours, this was easily adaptable and together we came up with a visual that suited the brand and the clients.
The content itself would serve as a way to prepare the audience for the upcoming launch. For TikTok we aimed to show the product in use, with real people giving their thoughts and opinions - kind of like kid-fluencers, but each child was known to the client and they had permission from their parents/guardians to use the content as part of the campaign.
Meanwhile, I worked on Instagram to curate trust building content with featured reviews, information about the brand, what was in the products, and why this client was a safer option. In between this content, I included content that was designed for reach with relatable moments in a parents day and easy to follow tips.
Before and after
This before and after shows how the content visuals changed while I worked with this client. While before they felt a little lost with exactly what they were going for, the content
afterwards felt cohesive, fun and very easily identifiable as them.
FAQs
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The skills I used in this project include:
Audience research
Competitor research
Platform analysis
Social media strategising
Content strategising
Branding development
Contently development
Content planning
Content creation
Video editing
SEO caption writing
Community management -
This content plan saw a rise in followers, and helped build confidence in the brand before we even launched. Instead of presenting another thing people had to buy for their children, I made sure to drive home the benefits of safe skincare for children, especially SPF.
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As these videos were UGC (user generated content), I did not create them. As the social media manager, it was my job to cut and edit the raw footage for social media.