A social first campaign designed to educate consumers on Juvéderm lip products through engaging, audience-driven content. The campaign included more than 50 social assets tailored to a diverse audience, featuring a wide range of messaging and creative approaches.
As the brand’s largest campaign of 2022, Juvéderm Lips delivered exceptional results, including a 3x increase in Gen Z Juvéderm Lips patients compared to the previous year.
This lockup was developed as a cohesive visual element to be used across all Juvéderm Lips campaign assets, creating a strong sense of consistency and brand recognition throughout the campaign. By establishing a unified visual identity, it helped increase brand recall and made the Juvéderm name more recognizable to patients seeking lip filler treatments.
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 incorporated a comprehensive creative messaging test to identify which concepts resonated most effectively across audience segments. We explored a range of messaging strategies, including “Natural Results” versus “Bold Results,” as well as value-driven messaging focused on treatment range and cost.
The campaign also tested talent across different age demographics, comparing Millennial and Gen Z representation to better understand audience engagement. Performance was measured primarily through video completion rates, allowing us to evaluate which creative approaches drove the strongest viewer response.
The insights revealed that audiences responded most positively to Gen Z talent paired with bolder, more results-driven messaging, helping inform future creative strategy for the brand.
Agency: FCB Chicago
Role: Associate Art Director
Creative Director: Lauren Lenart
Art Director: Emma Killeen
Copywriter: EJ Johnson & Ruth Brandt