Led the Promo Team for a Teen Skincare Brand: Increased launch-party
sign-ups by 84%
Starting Point
The teen skincare brand was preparing to launch a new product and needed to generate excitement and drive sign-ups for its launch party. The objective was to engage with the target audience—teens and their parents—by creating a campaign that would resonate with both groups, ultimately increasing attendance and brand awareness.
Role & Responsibilities:
As the leader of the promotional team, I was tasked with overseeing the target-user interview & promotion strategy, managing the team, and ensuring effective engagement with both teens and parents. My goal was to drive launch-party sign-ups by tailoring our messaging and engagement efforts to meet the unique needs of our audience.
Key Contributions:
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Audience Segmentation & Messaging Strategy:
I quickly assessed the needs and motivations of our two key segments. For teens, we focused on making them feel special, offering exclusive access and personalised experiences. For parents, we emphasized the safety, quality, and reliability of the brand, ensuring they felt secure about the product and event.​​
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Real-Time Adaptation:
As sign-ups initially lagged behind expectations, I quickly adapted our approach by refining our messaging and adding additional incentives (such as exclusive swag or the ability to add up to 3 friends to the guest list too) to make the event feel even more exciting.
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Collaboration & Team Leadership:
I managed these promo teams, ensuring that all interviewers were delivering questions in a way that aligned with the brand’s voice, resonated with the target audience and led to trust from the parents.
Results:
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84% Increase in Launch-Party Sign-Ups:
By adapting our strategy and tailoring our messaging to speak to both teens and parents, we increased sign-ups by 84%, surpassing our initial goals. The event garnered over 1,000 attendees, significantly boosting brand visibility and engagement.
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Recognition from Marketing Manager:
The success of sign-ups and especially my ability to tailor each conversation to get the best out of each interviewee, led to recognition from the brand’s marketing manager, who appointed me as the lead for all pre-launch events moving forward.
Conclusion
By quickly assessing audience needs and adapting our engagement strategies, I was able to drive a successful event launch that exceeded sign-up targets. This experience reinforced the importance of tailoring messaging and incentives to different customer segments while maintaining flexibility to iterate quickly for the best results. Ultimately, this success led to further responsibilities, expanding my leadership role within the brand’s marketing strategy.
