Media Strategy & Focus:

• Goal: Successfully launch Pharrell’s Humanrace Skincare brand by leveraging his cultural influence while emphasizing clean, science-backed skincare.

• Audience: Men and women (18-45) with an interest in clean beauty, celebrity-endorsed products, and skincare routines.

• Channels: Instagram, Facebook, Google Search & Shopping, YouTube Pre-Roll, TikTok Ads, and Programmatic Display.

• Messaging: Highlighted Pharrell’s personal skincare philosophy, dermatologist-developed formulas, and sustainability aspects.

Media Plan & Execution:

• Pre-Launch (3 months before):

  • Teaser campaign on Instagram & TikTok featuring cryptic “What’s Pharrell’s secret?” messaging.

  • Google Search conquesting campaign targeting competitors like Drunk Elephant, Tatcha, and Fenty Skin.

  • Email & SMS list-building campaign offering early access to pre-orders.

  • Behind-the-scenes content on YouTube with Pharrell and his dermatologist Dr. Elena Jones.

• Launch Phase:

  • Google Shopping & Meta Ads:

    • Focused on product benefits (hydration, anti-aging, clean ingredients).

  • YouTube Pre-Roll:

    • Showcased Pharrell’s personal skincare routine featuring Humanrace.

  • TikTok Paid Partnerships:

    • Collaborated with skincare influencers like Hyram, James Welsh, and Nyma Tang.

Creative & Messaging Approach:

• “Your Skin is the Canvas. Treat It Right.”

• Minimalist, clean aesthetic reflecting the brand’s sustainability ethos.

• User-generated testimonials of “glass skin” effects.

Results:

• Sold out in 24 hours (first production batch).

• $5.6M in first-week sales.

• 17.4x ROAS across all paid channels.

Media Strategy & Focus:

• Goal: Position Humanrace’s Humidifying Cream as an essential cold-weather moisturizer with barrier-repairing benefits.

• Audience: Dry skin sufferers, winter skincare buyers, and fans of thick moisturizers.

• Channels: Google Search & Shopping, Facebook/Instagram, YouTube, Programmatic Display, and Email Marketing.

• Messaging: Focused on hydration, barrier repair, and protecting against winter dryness.

Media Plan & Execution:

• Pre-Launch Awareness:

  • Teaser ads on Instagram & Facebook featuring the tagline “Winter is coming. Your skin needs this.”

  • Programmatic Display targeting skincare forums & beauty websites.

• Launch Phase:

  • Google Shopping & Search Ads:

    • Bidding on moisturizer for dry skin, best winter skincare, barrier repair cream.

  • Meta Video Ads:

    • Featuring Pharrell’s skincare routine in cold weather.

  • Retargeting Dynamic Ads:

    • Focused on site visitors who browsed but didn’t purchase.

Creative & Messaging Approach:

• “Moisture That Won’t Let You Down.”

• Close-up visuals of hydrated skin with thick moisturizer texture.

• Before-and-after comparison content.

Results:

• $3.2M in sales in the first 60 days.

• 12.5x ROAS on paid social.

• 60% of customers were repeat buyers from Humanrace’s original launch.

Media Strategy & Focus:

• Goal: Drive adoption of Humanrace’s Rice Powder Cleanser in the growing clean beauty market.

• Audience: Skincare minimalists, eco-conscious consumers, and clean beauty enthusiasts.

• Channels: TikTok, Google Search, Meta Ads, YouTube Shorts, and Programmatic Display.

• Messaging: Focused on gentle exfoliation, clean ingredients, and sustainable packaging.

Media Plan & Execution:

• Influencer Partnerships:

  • TikTok collabs with beauty influencers showcasing how the powder activates with water.

• Google Search & Shopping Ads:

  • Keywords like “best gentle exfoliator,” “powder cleansers,” “clean skincare.”

• YouTube Shorts Ads:

  • “30 Seconds to Your Softest Skin” featuring real-time product activation.

Creative & Messaging Approach:

• “Power in Powder.”

• ASMR-style content of powder transforming into foam.

• Bright green packaging visuals to drive brand recall.

Results:

• $2.1M in first-month sales.

• 15.8x ROAS on TikTok Ads.

• Became a top-5 best-selling powder cleanser within 3 months.

Media Strategy & Focus:

• Goal: Cross-market the Humanrace x Adidas limited-edition skincare bundle with sneakers to drive dual-brand exposure.

• Audience: Streetwear enthusiasts, sneakerheads, and Pharrell fans.

• Channels: Hypebeast, Complex, Sneaker Blogs, Instagram Ads, TikTok.

• Messaging: Focused on skincare as part of self-care for sneakerheads.

Media Plan & Execution:

• Exclusive early drops for Adidas Confirmed App users.

• Sneaker unboxing videos featuring Humanrace Skincare.

• TikTok & IG Ads featuring lifestyle shots of sneakers and skincare.

Creative & Messaging Approach:

• “Style Meets Skincare.”

• Limited-edition packaging designed like sneaker boxes.

• Hype-driven marketing similar to sneaker releases.

Results:

• Sold out in under 12 minutes.

• 20.4x ROAS across paid channels.

• Boosted Humanrace’s social following by 30%.

Media Strategy & Focus:

• Goal: Promote Humanrace’s first-ever Holiday Gift Set to maximize end-of-year sales.

• Audience: Gift buyers, skincare enthusiasts, and Pharrell fans.

• Channels: Google Shopping, Facebook/Instagram, YouTube Ads, Influencer Marketing.

• Messaging: Highlighted value savings, exclusivity, and gifting appeal.

Media Plan & Execution:

• Google Search & Shopping Ads:

  • Keywords like “best skincare gifts,” “holiday skincare sets.”

• Influencer Gift Unboxings:

  • Sent PR kits to top-tier beauty creators on TikTok & Instagram.

• Dynamic Retargeting on Facebook & Instagram:

  • Focused on visitors who abandoned carts.

Creative & Messaging Approach:

• “Give the Gift of Glow.”

• Festive, holiday-themed visuals.

• Unboxing experiences driving FOMO.

Results:

• $6.3M in Q4 sales.

• 18.7x ROAS across digital channels.

• 50% of customers were first-time buyers.