With an influx of skincare products launching every year, setting brands apart from their competitors can be challenging. As a traditional Americana brand, Coppertone needed to tap into new marketing tactics to create buzz around its innovative Whipped sunscreen. The first of its kind and seven years in the making, Whipped needed to make a social splash and Padilla helped Coppertone do just that.
The media landscape continues to evolve and consumers are now looking to social tastemakers for advice and product recommendations. These tastemakers change perceptions and sway purchase. Which meant we needed to elicit influencers to create a groundswell of social conversation and engagement for Coppertone Whipped.
To secure a path into an influencer network, we partnered with influencer and beauty events organization Simply Stylist to gain larger brand exposure through celebrity ambassadors who attended a Coppertone Whipped Pop-up event at Eden Roc Hotel in Miami, Florida.
Padilla launched the Whipped product through the influencer event, which connected with media and consumer extensions to seed launch news. Top tier influencers, including Ali Fedotowsky-Manno and Olympian Nastia Liukin, alongside national high-profile and micro-Miami influencers participated in interactive conversations about sun care and captured engaging content through a skincare panel and beauty-based activations to generate awareness on their social platforms among audiences for Coppertone Whipped.
The event garnered 90+ million impressions through influencer social coverage, consumer engagement and earned media. Top-tier influencers generated nearly 10 million impressions and the event generated 45+ stories across a variety of top tier outlets such as Just Jared and US Weekly.