How do you know when your campaign is working? When those outside your target audience are left perplexed – while your intended audience connects instantly.
Skincare and supplement brand, Me Today, teamed up with independent agency Thompson Spencer for a bold brand refresh that would disrupt the status quo and be highly effective in engaging the brand’s multiple target audiences.
From thumb-stopping social imagery, to boundary-pushing billboards, to on-the-ground activations, Thompson Spencer has met the brief…and more.
The collaboration kicked off with a beautiful example of IYKYK (If You Know, You Know) strategy in action, with creative billboard lines penned by Thompson Spencer to attract a Gen Z audience.
As intended, the billboards sparked conversation and confusion across social media, leaving some publicly scratching their heads while espousing “I don’t get it”, and the target audience chiming in with “exactly!” The billboards featured punchy, provocative one-liners that checked the right boxes in speaking to a specific audience:
- “Empowers you like a drunk girl in a bathroom”
- “Don’t worry, you turned the straightener off”
- “The key to being Leonard DiCaprio’s type”
While the Not Targets said “huh?”, the Targets said things like “This is unbelievably relatable – drunk girlies in the bathroom are the best girlies – we’re all best friends. You’ll never know unless you know 😂”
Impeccably shot, engaging social media content followed hot on the billboards’ heels, and then last week experiential marketing came into play.
A Pick-Me-Up activation that left no crumbs
Thompson Spencer created a bespoke Pick-Me-Up-Today cart and placed it in the heart of Auckland’s Commercial Bay to engage busy professionals and casual shoppers. Me Today brand ambassadors, Tia Grant and Tash Coutts, donned hot pink jumpsuits, adding to the upbeat interactive experience.
Passersby were invited to sample Me Today products, including supplements for glowing skin, stress-relieving ashwagandha, collagen-boosting moisturisers, and revitalising night crémes. Cart visitors could snag a free product by signing up for the Me Today newsletter via a convenient QR code, or by leaving a handwritten compliment or words of encouragement on pink cards, which were passed onto the next visitor in line.
The response was overwhelming. By midday, hundreds of product samples had been snapped up, with demand so high that additional boxes were rushed in by the team to keep up with the afternoon crowd. The activation not only showcased Me Today’s product range, but also embodied the brand’s mission of spreading positivity and self care in everyday life.
Thompson Spencer Co-Founder and CEO, Melanie Spencer says, “Working with Me Today has been so much fun. Their willingness to embrace the unconventional and bold (“be a little bit unhinged” is a direct quote from one of our client agency meetings!) has allowed us to connect with their audiences in a way that is meaningful and impactful. From the chat around the billboards to the incredible turnout at the Pick-Me-Up-Cart, it’s clear that our renowned Thompson Spencer social-first strategy is resonating – and delivering results”.
