BRETMAN ROCK X CUROLOGY / INFLUENCER CAMPAIGN
GLOWING UP WITH DA BADDEST
Like many other DTCs, Curology was an early adopter of influencer marketing—both #sponcon and micro-partnerships. But when our influencer team locked Bretman Rock, we were asked to create a larger 360º campaign that would authentically leverage his quirky personal brand to shed light on Curology in a way that resonated with a new audience.
The partnership led to a huge boost in Curology awareness:
110M cumulative follower viewership
33M impressions
2M engagements
~800K social media value
~200% increase in views on Curology’s TikTok on the week of launch, leading to ~5K new followers
#1 post for Engagement Rate per Reach across all Curology organic social posts for 2021
How to Be Da Baddest
Our campaign married Bretman’s recognizable verbiage with answers to the questions the Internet really wanted to know at the time: what were the secrets behind Bretman Rock’s recent glow up?
Tips for Every Touchpoint
While the bulk of the focus was on the 3 videos, our team also developed a landing page, launch eblasts, and limited edition collateral (stickers), while also supporting a social contest where the winner would walk away with a customized ghost board, designed by our team.
We may have written the scripts, but Bretman definitely brought the improv—making for incredible energy on set. There were so many good tidbits, we couldn’t help but round them all up into a bloopers reel to share with the whole Curology org.
Team
Creative Director: Martin Sanchez
Senior Art Director & Photographer: Nas Chubinsky
Director: Cyrus Tabar
Assistant Director: David Gutel
Stylist: Charlie Brianna
Hair Stylist: Angel
Makeup Artists: Daphne Chantell, Jorge Monroy
Producers: Brit Freece, Dana Ross, Kelsey Largoza
Featured Work
Prop Stylist: Amy Taylor
Line Producer: Hans Boysen
DP: Tim Jensen
GRFX: Christine Shen
Editor: Joshua Chang
VFX: Stablished Projects
Photo Editor: Jade Meneguel