Campaigns
Below, are two short summaries from press releases I wrote for The Estée Lauder Companies website highlighting a successful TikTok Campaign conducted by Darphin Paris. In this role, I developed and managed influencer campaigns with social media creators on TikTok and Instagram. I scouted and vetted potential influencers and made comprehensive influencer recommendations for upcoming campaigns.
I researched and created an NFT campaign for the brand’s hero product “Intral Serum”. I interviewed a handful of international NFT digital artists and produced a presentation of the campaign pitch to the President of Darphin Paris. I regularly met with representatives from Instagram, TikTok, and Meta to learn about new updates and how to increase sales targets by using the platforms for marketing.
Darphin Paris x TikTok Campaign
Over a three-month campaign period, Darphin created a hashtag challenge on TikTok titled #SkinPositivity. This campaign was centered around Darphin’s ultimate hero product Intral Serum, which is a savior for skin sensitivities such as irritation and rosacea. The skin positivity theme was used to promote Darphin’s optimistic approach and inclusive attitude towards skin. This was an important aspect for the company to highlight in the campaign which featured a diversity in skin tones and textured skin. There was a variety of profiles including boys and girls. Darphin strives to remind the younger generation to be kinder to themselves while uplifting confidence.
Darphin’s challenge was to bring brand awareness by collaborating with native French creators from different sectors. Skincare experts, beauty influencers, and lifestyle creators showcased how they applied and used Darphin products. The videos posted ranged from beauty routines to displaying the application process. Sales conversions were driven via in-feed ads with shoppable badges. The campaign received outstanding results with 8,000,000 video views and 33,000,000 impressions. As a result, the company collected a total of 160,000 visits on Darphin’s website from their dedicated TikTok page.
NFT Campaign x Darphin Paris of Estée Lauder Companies
For a new marking initiative, I researched and designed an NFT Campaign with hand selected digital artists to present to the President of Darphin Paris. The strategy was to enrich the digital consumer’s journey to drive brand awareness and loyalty by offering a digital collectible and various unlockable content and perks for the highest bidder. The objectives were to enhance brand authority and awareness by acting early, and leverage consumer brand loyalty by garnering press and attention around a digital art piece.
Examples were offered for an NFT x Darphin collaboration. These ranged from NFT’s that could give access to unlockable content, customer perks, or ongoing royalty. Unlockable content could be exclusive content that only the owner of the NFT can access such as a 1 on 1, 30 minute consultation with a Darphin Specialist, a personalised note from the NFT artist, or an email contact at Darphin. Perks are designed to incentivise someone to buy the NFT and increase its value. This could be an invitation to the next Darphin PR event, free Darphin skincare products delivered to the customer, 1 free facial at Darphin Institute plus 1 free guest pass to bring a friend. Ongoing Royalty could be every time the NFT is sold in the future, a certain percentage will go back to the original creator.
My potential campaign idea and concept was to re-position Valentine’s Day as a way to treat yourself. During the pandemic, mental health issues have increased dramatically. Internal anxiety and stress issues can often times have external physical effects such as: irritated skin or prone to break outs. For a holiday that revolves around love, Darphin should promote the importance of giving love to yourself and your skin. I suggested we do a 1/20 closed edition pieces sold on auction on OpenSea platform. Darphin could partner with Vogue France to increase visibility, PR, and auction bids.
Darphin Paris Eye & Lip Launch Event
The event launch of Darphin’s new Eye & Lip contour invited 15 specially chosen international guests. Parisian influencers, PR editors, TikTokers, Pharmacists, and Chinese content creators were in attendance. The recent event was aimed at asserting brand authority in premium skincare and was hosted at their iconic institute, showcasing the brand’s DNA, on Rue Saint Honoré. Darphin’s products incorporate botanical ingredients combined with scientific molecules to achieve clinically proven results. The SS + Eye & Lip contour is a cream that rejuvenates the skin with its special ingredient, a new botanical powered Sea Emerald algae.
The event engaged and educated attendees on Darphin’s new product while driving awareness. The coverage received from the event provided significant exposure on many social channels including Instagram, YouTube, and Little Red Book. There was a total of nearly 500,000 impressions for Darphin and 38 publications from social media. In addition, the famed, U.K. department store behemoth, Harrods has requested an exclusive partnership with Darphin. The brand will be featured and highlighted in the next several editions of Harrods magazine.
