SK-II:
Community Management / Influencer Marketing
Procter and Gamble were looking to launch the SK-II skincare line in the U.S. market and reach new, younger consumers. The KBS+ team created a new beauty blog, Beauty Unearthed. This custom-designed Tumblr would support the brand with influencer and brand-created content around topics relevant to this audience in a space that appealed to female luxury consumers.
From Chaos, Content
I acted as community manager for this project, creating monthly content calendars, monitoring for and engaging with brand mentions from live events, and interfacing with beauty influencers to build out blog and social "takeover" content.
Beautiful UGC
In tandem with the online launch, we also hosted pop-up shops in NYC and San Francisco where fans could have exclusive experiences with the brand and create user-generated, authentic social content.
From Cate To Kate
In addition to influencer and user generated content, our Tumblr hosted exclusive productions featuring brand spokes women Cate Blanchett and Kate Bosworth. These high-end elements were combined with earned media coverage and curated finds for a high-low mix worthy of the fashion world. Shortly after the launch, Beauty Unearthed was named by SAY Media as one of the 9 Best Brand Tumblrs of 2014.