Roll Back Time: 360° Campaign for Rodan + Fields

CLIENT BRAND

ABOUT THIS PROJECT

Creative direction of global 360° campaign for their flagship skincare regimen, AMP MD. Themed after the reversal of time, the “Roll Back Time” AMP MD campaign launched in 2018 and delivered a total of $23.0M (110.7K units) in sales in 3 weeks, outperforming campaign revenue forecasts by 205%.

PROJECT SCOPE

Landing Pages, Social Media Campaigns, Promotional Emails, and Photo & Video Productions, each localized for the US, CAN, and AUS markets.

WHY IT MATTERS

For 2017, the AMP MD campaign had not met revenue forecasts; the campaign was overly focused on the “Retinal Revolution” theme, which heavily featured ingredients at the expense of creative storytelling.

After being presented with the messaging challenges of the 2017 campaign, I conceptualized the “Roll Back Time” theme for 2018. The sales improvements of the 2018 campaign were attributed to enhanced creative storytelling and a refreshed messaging with a focus on the core product benefits, per in-house marketing analysts.