CUROLOGY / INFLUENCER CAMPAIGN

DIALING INTO TIKTOK

We were tasked by the CMO to leverage TikTok to raise awareness of the Curology brand outside of the #skintok space. After leading several cross-functional brainstorms, our team built out the areas and presented them to our marketing stakeholders. Together with our CMO, we aligned to the “Emergency Spot Patch: Hotline” campaign. We then worked with our social team and Movement Strategy to identify and brief in select influencers, in addition to providing video feedback.

Ultimately, the campaign videos saw an 81.6% organic engagement rate (the highest ever produced by a Movement Strategy influencer campaign) and a 98.9% positive sentiment—with viewers even calling out their non-ad-like qualities, their humor, and the subtle branding on the DIY headsets. Plus, every individual post on all platforms exceeded industry and Movement internal engagement rate averages.