Kiehl's Since 1851 #MyAdventure

To kick off 2016, Kiehl's US launched its Ultra Facial Deep Moisture Balm. A product meant for extreme conditions, the brand adventure-tested the product in the Alaskan Wilderness filming content along the way.

Role: Account Manager, Digital Content Strategist, Influencer Strategist

Digital Strategy

The Question: How do you make brand romance content social-first in a way that relates to skincare-interested consumers, while also supporting the brand's first ever in-store national hashtag?

The Answer: #MyAdventure. With a phased rollout, we created original content, repurposed brand content, and featured influencer content that guided the Kiehl’s audience from product introduction through purchase all the while soliciting UGC from their community.

Reach new audiences

A full-funnel paid media campaign reached 3.2M people, garnered 260K engagements, drove 10K clicks to site, and earned $60K in social-referred revenue in less one month.

Tap into Adventurers

At the center of the campaign was an influencer activation featuring content from Kiehl's President Chris Salgardo (featured here), photographer @HumzaDeas, and travel blogger @RoundTheWorldGirl. They shared preparatory pack shots (featuring the new product amongst hero products), adventure shots (prompting consumers to post photos), and recap shots (driving for contest entry).

Efficient Success

The media campaign saw a CPM 29% less than the brand's 2015 average, a $2.03 positive Return on Ad Spend and 3x the average posts to the unbranded #MyAdventure.

Educate the consumer

Educational content positioned the new product within a suite of hero products, completing a seasonally-relevant skincare regimen.

ENTice The consumer

Kiehl's partnered with Delta and Westin to give fans the adventure of a lifetime. A successful contest, it earned the brand 410 entries, 3,700 new Instagram followers, and 15,000 campaign-related posts to #MyAdventure.