Sun Bum
Role: Strategy and Copywriter
THE TASK
Create digital content to prove to consumers that Sun Bum products should be a part of their daily self-care / beauty routine. Make them realize Sun Bum is not just for the beach.
THE TARGET
Gen Z and Millennials
THE RESEARCH
Gen Z and Millennials are impatient. They want the glow-up ASAP, but never think about if it’ll last.
They tackle skin problems as they come along.
They see a glow up as a standalone moment.
THE INSIGHT
Gen Z and Millennials would rather combat skin problems that are immediately visible and temporary (ie. acne, texture, discoloration) rather than sun damage, which is permanent.
Gen Z and Millennials don’t realize that their efforts in keeping their skin looking good are pointless without sun protection. And by that time, it’s not something that can be fixed, unlike any other skin problem.
THE BRIEF
Remind consumers that suncare is crucial in preventative skincare and show that Sun Bum can help them keep their fresh, young look.
THE CONCEPT
“Keep the Glow” - a reminder that your glow-up won’t last without sun protection.
CONCEPT STATEMENT
What’s better than a glow-up, is a glow-up that lasts.
Sun Bum is here to ensure all your efforts to get perfect skin are here to stay. That way, you can keep the glow.
Creative Mockups
Social: Carousel Instagram Post
The Glow Clinic:
Dermatologist and esthetician-backed events will feature a multitude of different activities and areas for consumers to experience our Keep the Glow campaign more intimately.
At these events, audiences will learn more about our campaign—and specifically, why it even matters to them personally. At these events, we will also be giving out product packages and discount codes as a treat for our attendees.
