I created the following social media campaign proposal (and videos!) for HEYDAY, a NYC-based, fast-growing boutique spa startup offering personalized skincare treatments and education.
Heyday x Stress Awareness Month
Overview
April is Stress Awareness Month. Heyday wants to use the moment to encourage its bicoastal community to take care of themselves and to drive interest in booking a facial. This entails educating our community about stress, its impact on skin, and how a skincare routine can help.
Ask
Please create a campaign -- comprising of two Instagram In-Feed posts and one Instagram Story --that brings this offer to life across our brand’s account. Design the posts, draft captions, and explain your strategy behind the posts.
What We’re Looking for With This Exercise
Your creativity; social media savvy; ability to tell educational and/or community-based narratives -- both through copy and design -- to form a cohesive brand story; understanding of Heyday’s brand.
Instagram Main Feed Videos:
City living can get deep in your pores and on your very last nerve. We’re on a mission to create #StressFreeNYC and #StressFreeLA! Escape the sights and sounds of the big city and relaxxx with our #CBDfacial, chat with our incredible staff, or take some skincare goodies home with you. Because when it comes to #stressawareness, the little things we do for ourselves each day are actually the big things! #StressAwarenessMonth #NoStressToday
April is #StressAwarenessMonth, and we know firsthand how hectic living in NYC can be! So we asked our NoHo team members some of their favorite ways to de-stress from city living. No matter what NYC throws your way, Heyday’s got your back!
PS. Peep our stories for an at-home, Heyday-approved facial for those days you just can’t be bothered to leave the house.
Instagram Stories:
I asked NoHo Esthetician Gregory for his take on the ultimate at-home detox facial using all products available at Heyday.
Stories also highlight the CBD Facial and CBD Honey by Keeper’s Stash, available in-store and online — swipe up to shop!
Heyday = Skincare For All
Overview
Heyday is growing fast. This means more shop locations, more estheticians, more clients, more narratives to tell our social media community.
Ask
Please pick one narrative you would want to highlight from within our brick-and-mortar shops on our brand’s Instagram. Include both how you would manifest the narrative on Instagram, and how you would go about collecting the needed creative from an operational standpoint (considering that you’re the only dedicated social hire).
What We’re Looking for With This Exercise
Your creativity; your ability to think strategically and logistically; your ability to tell educational and/or community-based narratives -- both about a brand and the people who represent it.
THE CONCEPT:
Stories are what bring us together. They are the medium for showing the heart of a brand. Heyday is all about educating people how to care for their skin, as well as making regular facials and good-for-you products more accessible (The bright, modern interiors and amazing team are are just the cherry on top).
My relationship with skincare is very personal. I developed my blissful daily and nightly multi-step regimen out of a need for a simple constant amid the absolute craziness of life at the time. I was 25 years old and had just moved from my parents’ suburban home to New York City to be Social Media Manager for Pat McGrath. Adjusting to city life and 80+ hour work weeks at the top of the fashion world were positively overwhelming.
Skincare was my solace, the ritual I looked forward to each night, washing the daily stresses and city grime away with each step. Pretty soon my roommates were masking with me and asking about moisturizers. On a work trip for Paris Fashion Week, I came back with a carry-on full of French drugstore skincare. We had an epic unboxing in my room the night i got back, cozy and happy. I felt like Skincare Santa. We stayed up all night talking about products, how to use them, and how our literal glow up was going to change the game for every single facet of LIFE, baby!
Heyday’s monthly membership plans offer amazing, consistent skincare options through accessible pricing. It’s something about the brand I admire most—taking something luxurious and making it more affordable without sacrificing quality. I know firsthand how much a gorgeous skincare regimen and monthly facials can make a difference in someone’s life. The prioritization of self-care is bigger than ever, and quite frankly more needed than ever—especially in LA and NYC.
I want to tell those stories—like mine, my roommates’, Heyday members'—diverse millennial women navigating the pressures of city life, doing our very best, and looking cute doing it.
It’s all about caring for ourselves in small ways that are big ways…with Heyday!
THE PLAN:
Roll out videos of personal stories from real Heyday members highlighting Membership Plans and “Skincare = Self-Care” message across all social channels (varying lengths depending on channels).
POSSIBLE HASHTAGS:
#SelfCareHeyday — 0 posts
#HeydayxSelfCare — 0 posts
#SkincareNSelfCare — 0 posts
CREATIVE:
Interview 5 real Heyday Members, 5 influencers with under 15k following, and 3 influencers with over 30k following in NYC and LA (Note: number/type of influencers and shooting locations depend on allocated budget).
Connect with influencers and members, propose plan, negotiate rates, send product (depending on allocated budget), coordinate production schedule and maintain clear communication with our campaign models.
Format will be vertical videos shot for both Instagram main feed and Stories.
PROPOSED SHOT LIST :
Campaign models in amazing natural light, talking about their experience of skincare as self-care with Heyday
Models washing face at home or in spa — Neutral and beautiful bathroom a la Rosie Huntington-Whiteley.
“Top shelfie”-ish peeks inside Models’ skincare lineup
Depending on logistics and budget, campaign would ideally be a mix of footage shot by me on steadycam, amazing lighting etc, as well as selfie-mode with models for a more personal feel. (Think Glossier but with more soul.)
In-room Heyday facial footage shot by me, gifted to one lucky member
This could also be teased out at beginning of campaign rollout as a contest on our IG.
Caption messaging: “Calling all Heyday members! Tag two friends and be sure they’re following @Heyday! If you’re selected at random, your next facial is on the house. We love you! (Psst: If you were waiting for a sign to become a member…this is it!)
Facilitate a Stories takeover series of campaign models’ at-home routines (example of me below)
