Our COO Aleni Mackarey, Ph.D., MS, recently attended an @AdAge Small Agency Conference where many boutique agency founders noted that they “forget” to promote their own great work amidst building incredible growth for their clients. So we’re going to brag about a recent project we’re particularly proud of. Our agency, Base Beauty Creative Agency, was asked by a leading personal care brand to up their social media game. We started the collaboration by homing in on the brand’s pillars and using their established and clear messaging as the springboard for their social outreach. It was important that the values of this mission-driven, family-focused company, known for its authentic, natural products and outdoorsy appeal, came through clearly across all platforms with warm, honest imagery and minimal text. We wanted to build on their long-established niche and amplify it for a younger, wider, all-social, all-the-time audience.
Through social listening, data analysis, and competitive analysis, we strategized a five-pronged approach to unique Instagram and TikTok content:
- Studio Stills and Reels: To underscore the brand’s natural ethos, we used bright, natural lighting and tight cropping on stills with the occasional hand or natural ingredient background and crisp video sound to infuse the content with energy and optimism.
- On Location: Celebrating the brand’s outdoor connections and genuine efforts to preserve nature through sustainability, we shot at campsites, on hiking trails, and in backyards.
- Influencer Content: Here, we focus on families of all shapes and sizes, creating relatable content that inspires action and reinforces the brand values of recycling and being outdoors.
- UGC Content: Lo-fi-style videos, the highest performing on TikTok, utilize macro angles, clever, edutainment themes, and trending sounds.
- Design: Sharable, savable graphic stories inform followers with pithy language, engagement features such as Q&A, and calls to action. The bold, educational look incorporates the brand’s house style of doodles, and engages followers with a sense of movement and fun.
The results?
- Our work achieved a 2x industry average engagement rate on TikTok
- 705% increase in net new followers on Instagram
- 28% increase in overall reach on Instagram
- 22% increase in website taps via IG
- In three months on TikTok, we saw an 11.4% increase in followers and over 210,747 total impressions
So yes! We’re proud of the holistic growth we created for this iconic brand, building on its legacy and elevating it for today’s multi-platform digital world while still being true to its roots and values.
Stay tuned for Bragging Rights Volume 2. Base Beauty is on a roll!