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