Macrene Actives: Creative Strategy and Account Management
Ask
Background
Create a social strategy for Macrene Actives that conveys Dr. Macrene’s expertise and clinically proven effectiveness of the product line.
Macrene Actives is a luxury skincare brand backed by over 40 years of clinical research and expertise on sustainable plant based solutions by Dr. Macrene Alexiades. A favourite among high-profile clients and celebrities, Dr. Macrene aimed to create a line that would act as an effective, natural solution to skincare concerns that would over wise be solved cosmetically.
Brand Problem
When I was tasked with handling the Macrene Actives account, it required a strong rebranding and content strategy overview. The main challenge was to create a community that would be able to ask and go to Macrene Actives for answers regarding all things skin health whilst maintaining the brand's premium aesthetic that has the results to back its products.
From photography to capturing videos, a big part of the project was to create relevant content that could be incorporated into the account. As an example, this particular asset was used for a Valentine’s Day giveaway in order to boost engagement and reach organically, as well as get more user generated content to showcase on the account later.
A big part of the account required showcasing just how effective the product is, yet without getting too clinical with the customer. I’ve worked on creating short yet informative Instagram for each product to highlight its benefits and instructions for use.
Content Creation
Instagram Stories
Since the re-launch of Macrene Actives, the client requested a strategy that will mirror the ethic of the brand; luxury, clean skincare with an emphasis on natural, plant-derived ingredients. The task embodied creation of clean, simple content that delivers the message within seconds.
Strategy and Grid Overlook
Result
By working closely with Dr. Macrene, I could thoroughly understand Macrene Actives' values, goals, and behind-the-scenes making of the brand. Regular calls, as well as monthly visits to Dr. Marcrenes' clinic, allowed me to enhance and further define the brand strategy, as well as ensure Dr. Marcrene trusts me with her brand and content enough to be open to Q&A ideas, content creation at events such as Far Fetch at NYFW, as well as me attending her working on multiple cosmetic procedures for content creation.
Having worked with the Marcrene Actives brand for close to a year, we saw a significant increase in overall engagement, positive communication with the customers, and further interest by the press, customers, and influencers.