In an increasingly competitive skincare market, LifeJacket needed to bring their unique ‘skin protection’ proposition to life in a way that give it both category cut through and motivate consumers to reappraise the skincare products they use. The campaign also needed to raise awareness of Skin Cancer awareness month through tactical activity. 
 

We created a bold, disruptive new brand campaign lead by the campaign headline  ‘We don’t do skin care. We do Skin protection, using a combination of paid digital and OOH media to drive reach of our core male 25-54 audience. The campaign headline was supported by a range of product relevant headlines all elevating LifeJackets skin protection positioning over the more superficial, cosmetic offering that the category is known for. Alongside the brand campaign, we also ran a tactical execution for Skin Cancer Awareness Month, in partnership with Melanoma UK, highlighting the need to protect and check your skin for new and changing moles. 

The campaign reached over 2 million adults in the UK and delivered LifeJackets highest CTR to date, resulting in the most unique traffic ever to visit its website in a 30 day period and as result, the highest month of sales since the brand launched in 2019. 

“As a small team we really lean on FAN for all areas of marketing.  They go above and beyond for us and have been a core part of LifeJackets growth in the last two years”.

Billy Boulos, Founder, LifeJacket Skin Protection