For Holiday 2022, Biossance wanted to leverage our brightest ambassadors to spread holiday joy via a 3-episode IG Reel Content series, premiering on @Biossance IG, and then distributed across YouTube, TikTok, Facebook and Pinterest. Our objectives were:
To surprise and delight the Biossance community with a new content series
Script integration with key retail partner, Sephora
Reese Witherspoon and Jonathan Van Ness to drive excitement and gift-giving for Holiday
Emotional storytelling was at the crux of our campaign. Best friends Reese Witherspoon and Jonathan Van Ness were sad they’ll miss each other for the holidays but through various activities with their own unique spin, they show us how to spread holiday joy and love with friends even when you can’t be together.
The 3-part series prioritized Biossance’s Pillars of Community, Sustainability and Squalane with the following episodes:
Episode 1- Giving Back to Others
Episode 2- Giving Back to Yourself
Episode 3 - Giving Back to YOU
Reese & JVN encouraged the community to shop their holiday favorites on Biossance.com on a dedicated PDP page spotlighting their favorite products and sets. LINK: https://biossance.com/collections/reese-jvn-holiday-favorites
Posting Strategy:
Biossance posted all 3 episodes on IG
Reese & JVN posted the first episode via collab post
JVN posted episode 3 featuring giveaway as a collab post with Biossance
Our Holiday 2022 campaign drove exponential YOY community growth:
+51% total community
140% video views
2.8k% engagement rate
The @JVN / @ReeseWitherspoon IG Collab Post / Episode 1 was the top performing piece of content for November , generating:
Views: 1.2mm
Likes: 18K
Comments: 312
The Holiday Series Giveaway / Episode 3 was the second best performing piece of content for November, generating:
Views: 371k
Likes: 4.5k
Saves: 93
Shares: 74
The Biossance PDP page spotlighting the campaign, drove 2.12k clicks
