A social first campaign that educated consumers on Juvéderm’s lip products. This campaign had over 50 social assets that targeted a diverse audience with a wide range of messaging. Juvéderm Lips was the largest campaign for the brand in 2022, and generated an extremely high success rate. The brand obtained 3x more GenZ Juvéderm Lips patients than the year prior.
This lockup was created to be used across all Juvéderm Lips assets to create a sense of consistency. This helped make Juvéderm’s name more recognizable with patients when asking for lip filler.
We were tasked with coming up with an entirely new look and feel for this campaign. We brought several creative approaches & the client ended up choosing my design system for this campaign.
The overall design system of the this campaign was to focus on the patient’s lips. This focus on the lips was achieved through some visual elements such as a focus box, cropping in & animated swooshes to highlight the treated area. The unique element that was brought into this campaign was the camera view finder box that highlights the lips while blurring the rest of the footage.
We also created a custom soundtrack for the campaign that is fresh, energetic & own-able for the brand.
This campaign had an overall creative messaging test to see which outcome resonated most across segments. We tested certain messaging such as Natural Results vs. Bold Results and range of results vs. cost messaging. We also tested age range such as Millennial vs. GenZ talent to see what resonated with the consumers. We measured this through the video completion rate. These tests taught us that our audience reacted better to our GenZ talent with bolder result messaging.
Agency: FCB Chicago
Role: Associate Art Director
Creative Director: Lauren Lenart
Art Director: Emma Killeen
Copywriter: EJ Johnson & Ruth Brandt