Zoe Foster Blake’s brainchild Go-To Skincare is becoming a member of the promoting huge leagues by releasing its first model marketing campaign through Sayers Brand Momentum.
The cult skincare model kicked off its first-ever marketing campaign with a nod to its title, playfully asserting itself because the go-to for skincare within the Australian market, get it?
The marketing campaign cleverly doesn’t fall into drained conventional magnificence marketing campaign traps and as an alternative makes use of enjoyable characters to drive house the important thing messaging from the model. Basically, in case you have pores and skin! Use Go-To Skincare.
Sayers Brand Montetum is spearheading this marketing campaign which sees Go-To enter the billboard, rail, retail and on-demand TV advert area for the primary time since launching in 2014.
Founder, Zoë Foster Blake mentioned: “Globally, Australia is considered as a pacesetter in skincare, and Go-To is on the forefront of that.
“Skin care could be complicated, intimidating, and take itself means too critically. We assist individuals get pleasure from taking care of their pores and skin, to really feel assured and proud to deal with themselves. We need extra Australians to expertise that, to offer go-to, a go.”
Go-To Skincare, CMO, Leonie Faddy mentioned: “The aim of this marketing campaign is to spice up Go-To’s model consciousness.
“We have a passionate, dynamic neighborhood that we select to honour and really feel an enormous accountability to. This group is engaged and understands the magic of Go-To.
“What we’re doing with Sayers is harnessing what makes Go-To distinctive, the efficacious formulation and model DNA, and broadcasting that to the nation.
Go-To has at all times been a copy-led model; this was nice enjoyable. We like to muck about and play with our prospects at each out there touchpoint. This marketing campaign doesn’t really feel like a standard magnificence marketing campaign, and that’s exactly the purpose.”
This marketing campaign leveraged Sayers’ new end-to-end lean advisory mannequin, with Sayers main the technique throughout model, artistic and media, curating the suitable artistic and manufacturing providers, and leveraging their partnership with OMD to execute the marketing campaign.
Nicky Bryson, co-founder of Sayers Brand Momentum mentioned: “Go-To has a witty and insightful relationship with its prospects, it’s not overly earnest, doesn’t take itself too critically and actually displays a go-to answer for all Australians.
“Not many manufacturers have such a superb basis to launch from. Being a digital scale up it felt pure to construct a small collaborative group, embedding ourselves of their enterprise and actually partnering with them on bringing the model to a brand new scale nationally.”
Credits:
Sayers Brand Momentum: Nicky Bryson, Genevieve Reynolds, Rachel Tucker
Creative Director: Tessa Chong
Creative Support: Karen Ferry
Production administration: Tanya Tankiang, Kesha Roberton (Apparent)
Production firm: Revolver
Director: Leilani Croucher
Photography: Billy PlummerAudio manufacturing: Otis
https://www.bandt.com.au/go-to-skincare-choses-wit-over-glam-in-first-brand-campaign-via-sayer-brand-momentum/
