AmLactin
A trusted brand of moisturizers for 25+ years, AmLactin had a fiercely loyal albeit small, 40 to 60 white female consumer base. AmLactin was revered among physicians 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.
Squad of Influencers
Pieces of Content
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.
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 shoppers.
Results
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
Testimonials
