Weleda Skin Food | Masterclass in Iconic
Weleda engaged us to amplify awareness of their cult hero product, Weleda SkinFood - leveraging one of its most compelling truths:
99% of makeup artists recommend it and carry it in their kits.
Situation
The challenge was to bring this credential to life in an authentic, engaging way-translating professional advocacy into consumer desire by showcasing the product’s versatility through the eyes of the artists who rely on it most.
The campaign was designed to reach key opinion leaders and, through them, their engaged followings across New Zealand.
Strategy
At the heart of the campaign was an intimate masterclass event hosted for 25 carefully selected key opinion leaders. We secured Gabrielle Houghton-New Zealand’s Makeup Artist TikToker of the Year - as the headline talent, whose credibility and reach made her the perfect embodiment of the campaign’s core message. Gabrielle guided guests through the countless ways Weleda Skin Food can be used in a makeup artist’s hands, reinforcing just how versatile and indispensable the product truly is.
Every detail of the guest experience was considered. Attendees left with a curated gift bag containing Weleda Skin Food products, a mixing palette and brush-equipping them to recreate and share the techniques at home, and extending the campaign’s reach well beyond the room.
To complement the KOL-led activity, we executed a series of sampling activations across central Auckland, placing Weleda Skin Food directly into the hands of the public. This drove meaningful trial at a consumer level and created a pathway from awareness through to purchase.
SERVICES PROVIDED:
• Event Strategy and Concept Development
• Talent Identification, Negotiation and Management
• KOL Identification, Outreach and Guest Management
• Event Styling, Production and On-Site Coordination
• Gift and Sampling Curation and Fulfilment
• Sampling Activation Strategy and Execution
• Campaign Reporting and Analysis
RESULT:
The campaign delivered a return of 22x the event cost. The activity generated close to 4 million impressions with a unique reach of just under 1.3 million, and recorded 79 media and influencer. The campaign successfully cemented Weleda Skin Food’s status as a must-have product both on and off the makeup artist’s kit.