Taking On A Market Leader

AmLactin was a trusted brand of moisturizers for 25+ years with a fiercely loyal albeit small, 40 to 60 white female consumer base who loved and trusted the brand. AmLactin was long revered among physicians for its unique lactic acid formulation and powerful efficacy and a favorite among media. However, over the years other brands, owned by larger companies with deep pockets had far outpaced AmLactin owning shelf space at retail and dominated the on-line social conversation across a broad age range.

Rebel Gail was tasked to create a 360 degree, multi-pronged campaign, #IAmLactinReady, that would embody the unique benefits of the AmLactin, lactic acid formulation, drive awareness among a much larger and more diverse audience; activate a massive influencer campaign; implement a more modern approach to messaging to amplify the social media conversation and activate a robust retail sampling program to drive trial.

Influencer Content

The #IAmLactinReady campaign activated 165 influencers resulting in 195 pieces of content over 5 months all telling their stories of getting AmLactinReady!

Derm Content

The brand understood it had a winning formula that was far superior to other leading brands. Education was a key component to success. Rebel tapped six leading dermatologist "influencers" across the US to spread the word about AmLactin on social media. Each Derm created a suite of social posts, each addressing one of the key benefits of AmLactin. 

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Sampling Campaign

Rebel Gail launched a 6-month digital sampling campaign at retail to deliver targeted trial, awareness, social amplification, advocacy, ratings & reviews, and sales.

10,000 coupons for full size AmLactin Daily Nourish were sent to Walmart shopper


95% became AWARE of the brand for the first time

87% would RECOMMEND AmLactin

Campaign REACH – 310,000 impressions has exceeded total samples by 31X

The brand earned an average rating of 4.6 stars from ~1,400+ reviews

Since trial, 60% have gone on to PURCHASE or intend to purchase AmLactin


Loving it!⭐⭐⭐⭐⭐
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I got a chance to try AMLACTIN DAILY NOURISH LOTION WITH 12% LACTIC ACID for free in exchange for my honest opinion.
Game Changer⭐⭐⭐⭐⭐
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Use AmLactin with 12% lactic acid for softer skin. I received a free coupon to try AmLactin Daily Nourish
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I received this Amlactin Daily Nourish Exfoliating %26 Hydrating Lotion for free for my honest review. Im literally hooked.
Just what I needed⭐⭐⭐⭐⭐
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I have been doing a lot of swimming this year and the chlorine dried out my skin real bad. So thankfully I received a free full size samole of this AmLactin lotion.