Nicole Drinkwater
CREATIVE DIRECTOR // COPYWRITER
Rebrand, Integrated Campaign, TV, Digital Video, Social
The Challenge: No microneedling brand has ever created a direct-to-consumer campaign, leaving the door wide open for SkinPen to become synonymous with microneedling (the Botox of the category, if you will). But in a category that focuses on looks, we needed a campaign narrative that helps current and new users focus on a feeling. We needed to build a brand that speaks to both head and heart.
The Solution: We evolved SkinPen from a brand that focuses purely on aesthetics to one that focuses on a deeper emotional benefit: a universal desire to feel seen, not just for your appearance, but for who you are beneath the surface. The Feel Seen campaign crafted a narrative that empowered people to not just feel confident in their skin but reveal who they truly are to the world. This relatable, lifestyle-focused campaign showcased empowering stories of people who, through using SkinPen, finally felt seen and capable of revealing their true selves.
The campaign launched with a hero film that ran across TV and digital. The film delivered a series of modular, relatable human moments the SkinPen audience resonates with, moments in which it can be hard to feel seen on your own terms. Each character’s journey to feeling seen is tied to the moment they embrace their true selves—uncovering confidence, freedom, and beauty as they reveal who they are beneath the surface.
Each story was given its own shorter film version for specific targeting and moment-in-time marketing.
Stills were captured to create a content library for web, social, print, and trade show assets.
We created an owned content series to run along side the hero assets. The "Behind the Seens" series featured testimonial-style stories from real people who felt seen with SkinPen. They discussed their journeys to feeling truly seen in their careers, relationships, or identities as well as in their skincare routines.
Each video was cut down into shorter versions, and a montage was created to bring the stories together.
Celebratory SkinPen portraits were taken of each woman, both showing off her true self and with the SkinPen aesthetician who helped change her life. These were used for social, digital, CRM, in-office materials, sales materials, and more.
SkinPen's website and social reflected the new campaign look, feel, and TOV.
We rounded out the campaign with interviews from SkinPen providers, showcasing how adding SkinPen to their practice helps their patients and clients feel truly seen. These helped the campaign connect the DTC campaign to B2B assets.