Coppertone
For this project, we were tasked with creating a digital and social campaign for Coppertone’s new Sport Mineral sunscreen.
There’s a day every year as winter melts into spring when you start to feel it. There’s change in the air. The sun moves out from behind a cloud. Suddenly you can’t be contained by your own four walls. It’s the moment you answer the call—the call to get outside, to play, to move, and to follow the sun.
Concept statement:
If our time in quarantine has taught us anything, it’s that the call from the outdoors is stronger than ever. And it’s not just for the traditionally outdoorsy among us. We’ve all gained a new appreciation for what it means to roam free, to discover a new neighborhood on your bike, to stroll through a park with no destination in mind, to start the day with a sunrise. And with Coppertone Sport Mineral, you’ve got everything you need to venture into your everyday outdoors without the worry of putting anything toxic into your body or the earth. So go ahead and get outside.
The sun is calling.
Nature is Calling
Leading up to launch, we’ll hint at the start of spring and a new product drop with a series of ASMR-inspired teaser posts. Each post features a cut out of the Coppertone Sport Mineral bottle against a sensorial expression of nature, during those first days of spring when the frost thaws and the sun urges people outside.
Introducing: Sport Mineral
After generating intrigue with individual teaser posts, a longer-form compilation video weaves the scenes together and ultimately reveals Coppertone Sport Mineral.
To help the launch make a striking impact, the brand’s existing posts are temporarily archived and all bios and header images are re-skinned with campaign visuals. That way, Sport Mineral can have its moment in the sun.
What’s Calling You?
Over these past 6 months, we’ve collectively rediscovered our relationship with nature. Whether it’s rollerskating through a park or going for a hike, the outdoors have beckoned us—and we’ve happily posted our ensuing adventures online. In this social and digital series, content creators share their stories exploring new places and bringing Sport Mineral along for the ride. Whether it’s longer-form YouTube videos or “get ready with me” Tik Toks, these vignettes inspire sun-basked movement and educate on product benefits.
Using social listening, we can also surprise and delight people who are out there using hashtags like #hiking, #biking, #surfing, or #morningwalk with product, coupons, and more.
Let’s Get Mineral
Mineral sunscreen is a bit of a mystery to the average consumer, so the momentum of launch is the perfect time to deliver education. In-feed videos of application, texture, and environmental shots are overlaid with graphic text explaining product benefits.
To get interactive, IG Story question and poll features engage fans and provide info in a social-friendly format.
On Twitter, community managers use social listening to find fans asking about mineral sunscreen and answer them directly, being conversational yet informational.
