Aveeno Social

Role: Senior Digital Art Director, Photographer, Stylist, Model, Producer, Video Editor 

With the ever-changing use of the social network, Aveeno needed to extend its social footprint to reach its growing fan base better.

In February 2016, my partner, Claire Mirisola and I launched the Aveeno Instagram account. We want this channel to be a source where our audience can find helpful content that she can aspire by, connect with and evolve with.

With a small budget and an agile team, Claire and I took on more responsibilities and became very creative with using office space as our own photography studio. As our fan base grew, the demand for content also grew, so we eventually started taking on various roles like photographer, producer, animator, lighting director, retoucher and stylist.

Copywriter: Claire Mirisola
CCO: Andy Langer
Creative Directors: Christina Cooley and Robin Beattie

Influencer Content 

We are responsible for identifying, on-boarding brand ambassadors and micro-influencers to bring their creative vision to life within the Aveeno brand voice.

Brand Ambassadors: Renée Elise Goldsberry, Barefoot Blonde, Adamari Lopez
Micro-Influencers: Whitney Port, ScoutFashion, Sabrina Soto

Content Pillar
#TinyMoment 

In 2016, we launched the Aveeno lnstagram with the goal of creating a world for our younger consumers, who are primarily first-time millennial moms and beauty enthusiasts. After analyzing our consumers’ digital lifestyle and habits, we identified a unique opportunity to remind millennial moms to pause their busy lives and appreciate the moments that make being a mom so special.

An entirely new direction for the brand, #TinyMoments was a breakthrough success with our target and was quickly embraced by Aveeno’s media and public relations agencies.

This small, but insightful idea has grown to become the campaign for Aveeno Baby and continues to be the brand’s north star.

Behind the Scenes