After a monumental year launching Fenty Skin during a pandemic, driving global awareness, and creating a best-in-class social destination for skinthusiasts, it was time to fuel that next-level obsession. In 2021, we made it our mission to disrupt the norm, garner more attention, and capture the hearts of our target audience. 2021 was the year of thumb-stopping storytelling for Fenty Skin, and we went all-out with a test and learn approach to our new and improved social content strategy.
Introducing a new content pillar, our main objective was to drive brand-obsession and break through with innovative disruptive storytelling. How? Spearheading a series of sensory-led, computer-generated imagery (CGI) animations that brought our product benefits and features to life through Autonomous Sensory Meridian Response (ASMR).
With the rising popularity in ASMR serving as a new frontier for marketers, we saw this as an opportunity to tap into the sensorial experience of using our products, illustrating the moments of surprise, delight, and happiness often associated with the Fenty Skin experience. We also envisioned this as an avenue to stray away from traditional beauty marketing and bring to life our product benefits and features through a unique lens we knew would get thumbs tapping. And of course, we wanted to do what Fenty Skin does best: differentiate and innovate.
We went beyond the conventional ASMR route and instead, partnered with a designer who specializes in crafting oddly satisfying universes through CGI. For each of our five product launches in 2021, we designed 3D renders of all products utilizing sound effects, soothing motifs, and mesmerizing surreal scenes to illustrate the unique textures, glow-inducing benefits, and sensorial experiences of our products.
Our CGI ASMR series produced seven assets across five different product launches, generating the highest number of organic impressions, becoming our top-performing content series, and driving massive top-funnel and mid-funnel product awareness and consumer consideration.
Here are a few responses we saw across social as users engaged with our content series:
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