E45 UGC Paid Social Content

The Brief

With the noticeable shift of UGC resonating more and more with consumers, even in paid media, it was time to shape up our content approach for E45. It was my task to provide a selection of assets, highlighting the USPs of our best-selling Hydrating Serum and E45 Lotion to show a younger, more beauty-focused consumer, how these can easily fit into their day-to-day skincare routines.

The Execution

Within 24-hours, I had created a selection of short digital-first videos with different TikTok-influenced hooks that tap into consumer pain points e.g. dry legs in the summer, waiting ages for your serum to dry before putting on your makeup. I wanted these to be as authentic to the user experience as possible, so we shot these as if we were in someone’s home, with nothing but a bathroom, a model and an iPhone.

The Results

Average VTR
32%

Average CTR
2%