The Challenge

Sol de Janeiro aimed to build top-of-funnel brand awareness and drive consideration for its Delícia Drench body care range across the UK market, re-engaging existing purchasers while enticing new audiences to buy.

With premium skincare a highly competitive category, the core business challenge was to expand brand visibility and deepen audience engagement amongst key consumer segments, specifically targeting women aged 20 to 45, including late Gen Z, Millennials, and wellness enthusiasts. 

Operating in a highly competitive digital landscape, Sol de Janeiro required a strategic media approach to translate this broad target into a more nuanced understanding of the audiences most likely to engage with the brand, then turn that understanding into a cost efficient, multi-channel media strategy that drives qualified web traffic to retail partners. 

The Solution

Fifty’s solution was to deploy a multi-platform media strategy combining advanced audience segmentation, paid social, dynamic video assets, and targeted publisher partnerships. 

Fifty used its proprietary audience intelligence platform to identify and profile distinct groups within Sol de Janeiro's target market and create a number of bespoke segments or tribes, including Beauty Aficionados, Health & Wellness Advocates, Beauty Shopping Mums, Millennial Pop Culture Fans, and Trend-Led Gen Z.  

In collaboration with Guerillascope, this audience understanding shaped how the campaign was activated across Meta, TikTok and YouTube, with different platforms playing different roles. 

• On Meta, Fifty optimised reach and traffic campaigns using influencer video and static formats to maximise ad recall and cost-effective site visits. 
• On TikTok, high-impact video campaigns were particularly effective at engaging Health & Wellness Advocates
• YouTube provided a premium, sound-on video environment, with activity focused on women aged 18 - 34 and priority beauty audiences.

Alongside paid social, Fifty leveraged an exclusive partnership with Stylist to extend the campaign, creating additional touchpoints beyond social, further elevating brand affinity. 

Through a Stylist partnership where readers could claim their free sample of Delicia Drench, Fifty and partners at Guerilascope combined social, editorial inclusions, native advertorials, interactive emailers and digital display to engage an invested beauty audience and support the journey towards sampling and purchase. This garnered an amazing response with an impressive 47.09% CTR to the sample landing page. 

The team also used live campaign performance data to refine the approach. Creative analysis showed which formats, talent and messages resonated with different audiences, while reactive Valentine's Day content matched or outperformed longer-running creative on video-view rates despite a lower budget and shorter runtime.

The Results 

The campaign generated outstanding business impact and brand growth for Sol de Janeiro across the UK, with the Delicia Drench mutli-campaign delivering 27.2 million impressions across YouTube, Meta and TikTok, reaching 6.7 million users.

It generated 2.2 million completed views and 47,000 clicks, with planned impressions delivered to 99% accuracy, demonstrating the value of a multi-platform approach.

Meta alone reached more than 5 million people across Instagram and Facebook, generating over 58,000 clicks to Cult Beauty and a 6% ad recall lift.

TikTok delivered almost 12 million impressions, with video view rate reaching 1.4x the planned benchmark, with the platform proving particularly effective for reaching Health & Wellness Advocates.

The Stylist partnership added another layer of engagement, with its advertorial generating 1 minute 10 seconds of dwell time, against a 45-second benchmark, while the partnership email generated over 67,000 unique opens (an impressive 34.38% open rate), and over 44,00 clicks to the sample landing page.

Overall the media activity translated into a measurable shift in brand health, creating a strong foundation for continued brand growth: Sol de Janeiro's UK brand awareness among women aged 18 - 34 increased from 28% to 31%, with consideration converting at an impressive 76%, outperforming competitor averages by 12%.