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©2024
We were tasked with developing and executing a social-first, integrated campaign to drive renewed momentum behind Tatcha’s iconic moisturizers: The Dewy Skin Cream and The Water Cream, while also supporting Sephora’s in-store sampling program.
Our game plan? Fandom. In 2024, everyone had their team – whether it was a pop star, a quarterback, or, in this case, a moisturizer. Social feeds were flooded with allegiances, proving that we are who we root for. Enter Tatcha’s Major Moisture Matchup: a high-impact play that fused TikTok absurdity with prestige beauty, sparking a whole new level of social relevance.
The result? A game-changing moment that clinched Tatcha's iconic moisturizers as the undisputed MVPs of skincare.
CREATIVE DEVELOPMENT
The idea stemmed from the rather simple declaration, Tatcha’s Moisturizers are so good, they’re in a league of their own – and The Major Moisture Matchup was born. We centered the creative around a fantasy Team Dewy vs. Team Water, casting talent as the coaches and players and pairing them with a reverse-anthropomorphic script that attributed product benefits to them as their competitive strengths.
The themed environment invited brand fans to discover their “Moisture Match” – and no matter which you chose, it was a certified win.
SOCIAL STRATEGY
During pre-launch, talent posted self-shot teasers authentic to their individual styles, creating excitement among their respective audiences and driving new eyeballs to Tatcha. To launch, we developed supplemental social-first content for brand channels, including cutdowns of hero assets and lower fidelity content that leveraged TikTok trends and visual language. The purpose of this content was to sustain momentum by continuously injecting the feed with unexpected, yet campaign-adjacent pulses. We additionally provided tactics and creative briefs for the brand to engage additional amplifying creators throughout the campaign term.
RETAIL ACTIVATION
To drive product trial and support brand loyalty, we produced a mobile consumer pop-up near two highly-trafficked Sephora locations in New York City. Designed as a dynamic locker-to-game-time experience, guests first took an interactive skin quiz to discover their team, allowing the brand to capture customer data and then personalize the experience. Immersive displays provided educational touchpoints and product trial, and guests could win exclusive prizes, including branded jerseys and full-sized products.
