THE CLIENT

LARK Skin Co. is an all-natural skincare company based in Webster Groves. Originally a solely social media client, LARK asked me to slowly take on more projects until I joined the team full time in November 2018 as Creative Director with a goal to create a cohesive brand and launch LARK into our next phase of growth.

THE TASK

To create a comprehensive marketing campaign that launched our revised branding, mission and product line, as well as created a strong media buzz in St. Louis and beyond. Campaign must include all aspects of media, including social, web, email, photo and video, and engage the target audience in a compelling way.

I was responsible for marketing campaign conception seeing through to execution. This included naming, branding, planning and art direction for photoshoot, earned and owned media, and project wrap up including focus group and project management throughout.

THE RESULT

LARK Skin Co.’s Campaign for Confidence

Engagement: LARK’s social Media engagement and following grew by 25% in one month, resulting in partnerships with local and national influencers wanting to support and share our ethos. Included in the campaign was a self-submission section for others to share their story in hopes to inspire others. We received more than 100 entries the day of our launch, which surpassed our goal of 50 total over time. We continue to receive stories today.

Sales: Our direct to consumer sales in August doubled the prior month, and continued to rise steadily through the end of 2019, ending our year up 220% to 2018. Wholesale accounts from small to midsize business grew by 25%.

Feedback and Data: In a small, randomly selected focus group, 100% of the participants said the messaging resonated with them and they would purchase LARK Skin Co. based on three factors: authenticity of message, clout of campaign participants and overall product branding. We also received positive feedback from mass retailers at a trade show in October which have turned into continued conversations today.

Press: KSDK Show Me St. Louis, Meet St. Louis Podcast, Ladue News. You can see the new LARK Skin Co. Brand Deck here.

Relevancy: We have continued the Campaign as a 2.0 blog series, found here. We plan to launch a new class of empowering women each August.

email marketing

PHOTOSHOOT

SOCIAL

PRESS