Earth To Skin

Earth To Skin is a skincare brand that was launched in collaboration with Walmart and Cosmax with the aim of providing affordable, clean and natural beauty products to consumers. The brand has four lines of products, which include Honey, Super Fruits, Tea Time, and Super Greens, catering to different skincare needs. The brand has a strong focus on clean beauty and making it accessible to all, while providing effective skincare solutions.

Challenge

As a newly launched clean and affordable skincare brand exclusively available on Walmart, Earth To Skin had limited brand exposure and reach. The brand needed an omnichannel marketing strategy that could establish its image and messaging to consumers. The challenge was to develop an internal structure for digital marketing initiatives and data integration to compete with other skincare brands in the industry and expand brand awareness beyond the Walmart customer base. Additionally, the challenge was to collect digital data efficiently to leverage website and consumer insights to identify gaps for improvement in strategy.

Discovery

To increase brand awareness and capitalize on the accelerating growth of influencer marketing, Earth To Skin needed to develop, grow, and maintain customer and influencer relationships. The brand needed to advance on all relevant social platforms and maintain press exposure to up-keep engagement and accelerate website traffic. Creating content that highlighted Earth To Skin's products and formulas clearly and effectively was crucial to grab consumer attention and stand out from industry competitors.

Incorporating unique and engaging marketing campaigns would help engage consumers with the brand and learn what behaviors drove new website visitors to shop. Establishing CRM for customer concerns and maintaining constant communication with current subscribers, followers, and potential customers would allow the brand to build and maintain a relationship with the brand.

Incorporating the use of creative content such online trends and collaborating with micro-influencers would lead to a fun, interactive community that could reflect the brand's products and image of effortless, non-intimidating, affordable skincare for all ages.

Impact

The development of Earth To Skin's digital marketing strategy, including email marketing, PR, and creative content, allowed for the growth of the brand's digital presence and build on the relationship it had with its existing customers while onboarding new ones. By linking products social posts to Instagram and Facebook commerce shop, Earth To Skin was able to drive sales to Walmart stores and Walmart.com.

The brand's website was upgraded to a shoppable platform with minimal friction, ensuring a seamless user experience for customers who prefer online shopping. Earth To Skin's social media campaigns resulted in a +142% growth rate of its Instagram following. An integrated data system allowed the marketing team to monitor digital campaigns, customer relationships, and influencer partnerships, allowing them to identify techniques that worked and make necessary adjustments to maintain engagement and accelerate growth.

Monitoring viral videos with popular influencers mentioning our products also allowed the brand to see which products gained popularity and caused product sales to increase in both Walmart stores and online.

Finally, Earth To Skin's email campaign flows, SMS marketing, strong influencer partnerships, and social media campaigns reintroduced the new site to customers and introduced the e-commerce platform to new visitors, encouraging first-time visitors to subscribe to emails through discount and free-gift incentives.

Overall, Earth To Skin's digital marketing strategy resulted in increased brand awareness and sales, and a more engaged and loyal customer base.