PETA JANE BEAUTY
Peta Jane Beauty is an award winning line of self-tanning products. Continuously voted “Best of the Best” by Allure magazine, PJB has been featured prominently in old and new media. The co-founder, Peta Jane Murgatroyd, is an internationally celebrated dancer, actress, and TV personality. Her commitment to a healthy and confident lifestyle inspired her to develop quality products with organically derived ingredients made in the USA. Peta Jane Beauty's products are safe for all skin types, free of harmful chemicals, and cruelty-free. Peta’s mission is to help people feel their best by providing them with easy-to-use, effective, and safe products.
THE OBJECTIVE
Build a cohesive and strategic brand identity for Peta Jane Beauty’s range of high quality self-tanning products. Implement a healthy marketing mix that blends media buying, organic social media, and influencer partnerships. Set up the Peta Jane Beauty brand for the future as a growing beauty business with new products coming to market.
THE WORK
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Analyzed competitors pricing model, content and ad strategy. Researched trends and seasonality of the product in order to better discern Peta Jane Beauty’s positioning to stand out in the competitive beauty market. Compiled extensive research to understand consumer sentiment.
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After several iterations and mood boards, we conceptualized an aesthetic that reflected the founder’s vision and personality, while elevating the perceived value of the brand. The ensuing copy and content stemmed from the creative strategy.
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Produced commercial photo and video shoots for web, social, and new product launch.
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Our team wrote creative and sales copy for the website, branded video scripts, advertising campaigns, organic social media, and email marketing.
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In addition to setting up social commerce, our organic strategy utilizing branded and user generated content led to 405,487 Instagram views in the first 90 days, and a 276% increase in reach.
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We analyzed hundreds of beauty ads and constructed a highly targeted and budget efficient low-season summer campaign with a ROAS of 9x.
THE RESULTS
9X AD CAMPAIGN ROAS. 276% INCREASE IN REACH.
We positioned the brand in a way that reflected the clients vision, but also differentiated its products in the beauty space. We produced high level content, paired it with a cohesive social strategy, and scaled with effective digital advertising.