FIFTH HOUR THOUGHTS
CLIENT - Tatcha *New Business Win
DATE - August, 2024
PROJECT - Moisture Matchup Campaign
ROLE - Senior Creative Strategist at SHADOW
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THE ASK -
Develop a disruptive campaign to reignite excitement for Tatcha’s iconic moisturizers, Dewy and Water, while driving foot traffic and engagement in-store.
THE IDEA: THE MAJOR MOISTURE LEAGUE
Tatcha Moisturizer stands in a league of its own, with two teams bringing unique strengths to the game — all focused on achieving glowing skin that wins.
To rally fans to pick a side and declare loyalty to their "moisture match," we took a behind-the-scenes look at the competition, stepping into the locker rooms of Team Dewy and Team Water to hear how they strategize to claim victory in the game of glowing skin.
THE EXECUTION -
Social: A social-first campaign featuring four influencers as coaches and players, including teasers, a hero spot, cutdowns, and ongoing content from mid-tier and micro influencers.
Experiential: To bring the campaign to life IRL, a branded “team bus” activation outside Sephora stores in NYC gave fans the chance to interact with the brand, try the products, and show their allegiance to their "team" in person.
RESULTS -
Social:
12.8M+ Views for #MoistureMatchup on TikTok
1.5M+ Views across creator partners’ content
100,000+ New followers on @tatcha Instagram
Experiential: Engaged over 2,000 consumers in just two days.