Digital Marketing & Social Media Strategy
r.e.m. beauty
A social-first strategy connecting product innovation, , and community.
2025 Academic research project · Conceptual
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My Role
Strategy · Research · Content · Social · Creative Direction
Deliverables
Digital Marketing Strategy · Creative Brief · Audience & Content Infographic · Sample Carousel Creative
01 — The Opportunity
Innovation should feel as beautiful as the world around it.
For this conceptual strategy, I saw an opportunity to bring more of r.e.m. beauty’s scientific innovation and sustainability into its social experience. My goal was to build on the brand’s dreamy visual identity while giving audiences more reasons to discover, understand, and engage with what makes the products different.
02 — Cultural Insight
Beauty audiences want to know what they’re buying—and why it matters.
I focused my strategy around Gen Z and young millennial beauty consumers who are highly engaged with social media and drawn to self-expression, sustainability, and innovation. I saw an opportunity to make education feel less like traditional product marketing and more like content worth exploring, saving, and sharing.
03 — Strategic Response
Turn product education into a social experience.
I built my strategy around three ideas: educate, build community, and extend the story across platforms. I used Instagram as the foundation for product education, while incorporating TikTok and X to create space for tutorials, trends, UGC, and real-time conversation.
04 — THE CAMPAIGN / SOLUTION
Seven days of discovery, from formulation to self-expression.
For this conceptual campaign, I developed “The Starlight Series,” a seven-day Instagram carousel experience for the Dreamglow Collection. I designed the series to move from product discovery and education into application and brand storytelling, giving each post a distinct role within one cohesive visual world.
Conceptual carousel for Instagram · "Meet Dreamglow"
05 — Measurement
Build attention. Deepen participation. Keep the conversation going.
Because this was a conceptual campaign, I developed proposed KPIs rather than reporting actual performance. I would measure the strategy through community growth, content engagement, carousel completion, UGC participation, and conversion from educational content.
06 — Reflective Takeaway
This project challenged me to create a concept that felt true to r.e.m. beauty while making its educational story visually intriguing enough to capture Gen Z’s attention. I had to find the balance between giving the audience something to learn and giving them a reason to stop, explore, and engage.