The Ordinary - Integrated Marketing Campaign
Project: Developing a 360° integrated marketing campaign for The Ordinary’s Glycolic Acid Toner.
Course: BEAU 320
The Brief: Introduce a new target consumer while maintaining brand integrity throughout the consumer journey.
My Role: Brand strategy, Consumer Research, Campaign Development
Strategy and Insight:
Gen X consumers value science and transparency
Skincare routines are expanding beyond the face
Execution:
Consumer journey map
Campaign mockups
Channel strategy
Skills Demonstrated:
Integrated marketing
Consumer insight
Beauty brand positioning
Identifying trends within Beauty Industry
Campaign Concept: Science for Every Stage in Life
Awareness
Channels
Media, Out of Home (Whole Foods), Influencer Partnerships
Stategy
Media: Facebook & Instagram
Out-of-Home: Whole Foods
Influencer Partnerships: @grecechanem
Tactics
Media Ads: spotlight toner’s skin + scalp benefits with clean visuals and simple proof points.
OOH: in‑store displays with ingredient callouts and QR codes to short “Science for Every Stage of Life” videos.
Influencer: Grece Ghanem leads the series, sharing real experience and championing confident aging.
KPI’S
Facebook Reach: +20%
In-Store Impressions: 1M+
Engagement: 15%
Consideration
Channels
Email, Media, Website
Stategy
Email: Educate subscribers on the multi-use benefits of the product
Media: Educational Videos on the importance of skin and scalp health
Website: Create a ‘Science for Every Stage in Life’ tab explaining ingredient science
Tactics
Email: Introduce the product with ‘3 Ways to Glow: Face, Scalp, Body’ to subscribers
Media: Facebook and Instagram reels, tutorials on ‘How to use Glycolic Acid’, insights: ‘Did You Know Your Scalp Ages Too?
Website: Launch ‘Science for Every Stage in Life’ section on The Ordinary’s site, including dermatologist Q&As, product guides, and user testimonials.
KPI’S
Email CTR: 25%
Engagement: 30%
Following: 50%
Conversion
Channels
Immersive pop-up shop, In-store signage, Expert-led consultations, Discount promotion
Stategy
Pop-up: Interactive science meets wellness experience at Whole Foods. “The Radiance Lab by The Ordinary”
In-Store Signage: Visuals with QR codes for sign-ups and discount codes
Influencer Appearance: Grece Ghanem livestreams as a celebrity guest speaker
Tactics
Pop-Up: Create interactive, Lab-inspired booths in select Whole Foods locations (NYC, LA, Chicago, Austin)
Expert Consultations: Provide ‘Skin and Scalp Consultations’ with hydration sensors and scalp imaging
Sales Incentive: Offer a 20% discount on the next complete order to encourage sales
Influencer Livestream: Host a live event with Grece Ghanem at the flagship Radiance Lab, streamed on Facebook & Instagram
KPI’S
Email CTR: 25%
Engagement: 30%
Following: 50%
Loyalty
Channels
Email Marketing, Media, Subscription Program
Stategy
Email: Build product trust post-purchase with science-backed education and real-life progress updates
Facebook: Enhance engagement with expert Q&As, product insights, and pro-aging discussions
Subscription: Promote consistency with ‘Refill & Renew’ to support ongoing skin scalp health
Tactics
Email: Your Science Routine’s follow-up with tips and milestones at 7,14, and 30 days post-event
Facebook: Launch ‘Science Through the Ages Collective’ group, a community for pro-aging support
Subscription: Offer 10% off on recurring order renewals
KPI’S
Repeat Purchase Rate: 25-30%
Subscription Sign-up: 40% (+15% new customers)
Engagement: 40%
Email Engagement: 55%
Advocacy
Channels
Social Media, Referral Program, User-Generated Content
Stategy
Social Media: Encourage customers to share their results with #ScienceForEveryStage and utilize influencer reposts to promote participation.
Referral Program: Leverage Gen X referrals by focusing on sharing science, not hype.
User-generated Content: Promote authentic before-and-after testimonies on the website.
Tactics
Social Media: Repost inspiring Gen X users’ stories of struggles turning into confidence when they use the hashtag.
Referral Program: Customers receive 10% off their next order by referring a friend with the referral code.
UGC: Use the hashtag #ScienceForEveryStage to invite customers to share their product stories for website features.
KPI’S
Social Media Reposts: 70%
Referral Conversion: 15-20%
UGC Submissions: 30%