Movement Strategy Sidesteps #Skintok Movement with Comedic New Influencer Campaign for Curology

Jan. 17, 2024

On TikTok, skincare enthusiasts flock to popular hashtag #skintok to get a dose of the latest trends. But Curology hoped to reach a new audience beyond skincare enthusiasts, teaming with social agency Movement Strategy to launch "The Curology Emergency Spot Patch Hotline'" campaign – a comedic, influencer-driven effort to bring some fun to the skincare conversation.

Curology has quickly made a name for itself in DTC skincare, providing prescription medications custom-formulated for each patient's skin and shipped directly to their door. Beyond tailoring their experiences specifically for patients with acne and anti-aging concerns, they also provide 1:1 access to professional dermatology providers via a secure online platform. In working with Movement Strategy, Curology wanted to spotlight its Emergency Spot Patches in a way that natively engaged audiences outside of the skincare space. The solution was tapping a host of sketch comedy influencers to act as operators for "The Curology Emergency Spot Patch Hotline", dishing out skincare and product information without taking itself too seriously.

Tara Handza, Movement’s Associate Director of Influencer Marketing explained:

"Social media is all about being entertained and getting users’ attention with unique content. Curology wanted to grab users attention first and foremost, not making videos crowded with brand key messages but integrating the brand in a fun and organic way that really let the influencers’ voices and creativity shine. These days, users are savvy and can easily spot ads, especially in skincare. It was crucial that our approach was outside the box but still felt fun and relatable."

 

Collaborating with Curology to select the right influencers for the campaign, they carefully vetted a range of influencers with experience creating skit-based, humorous content that poked fun at cultural trends and stereotypes, as well as pop culture. In the end, they found the right partners in sketch comedians Maya Pitts (@booboothafoocloset), Josiah Schneider (@josiahschneider) Arielle Lewis (@mamaa.arii) and Vanessa Sirias (@vanessacsirias).

Standouts included a TikTok post from popular influencer Maya Pitts that produced an outstanding engagement rate by reviving her hilariously surly recurring character Marcus to dish out skincare advice as a surprisingly adept hotline operator. Josiah Schneider’s TikTok content was similarly successful, with an excessively intense storyline that pushes an urgent skincare crisis to new comedic heights. Both outshined typical influencer engagement rates, earning 18X and 15X industry averages, respectively.

Movement Strategy is no stranger to the beauty space, having worked on projects with Fenty Beauty and Rodan & Fields, as well as through a beauty influencer-led collaboration with Sephora and Klarna. However, with “The Curology Emergency Spot Patch Hotline”, they were excited to demonstrate new ways that this evolving sector can engage audiences in unexpected ways.

Movement Strategy CEO Jason Mitchell said:

"Finding success as a brand on TikTok takes an enormous amount of audience understanding and trust, especially of the influencers who are masters at creating for their communities. As Curology continues to drive new conversations around skincare, we are happy that our work on this campaign helped introduce some humor while showcasing their brand and expressing their mission."