In the initial phase of the campaign, we revisited the narratives shared by our story leads, who candidly discussed societal issues impacting women, particularly concerning traditional beauty standards. This allowed us to identify and spotlight the individuals perpetuating these standards, commonly referred to as “gatekeepers.”
Transitioning into the second phase, we directed our focus towards these gatekeepers—individuals and entities shaping society’s beauty ideals, such as advertisers, modeling agents, landlords, and family members. By engaging them in dialogue alongside our story leads from the first phase, we aimed to gain deeper insights into their perspectives.
Our objectives for the campaign were as follows:
- Generate top-of-mind awareness and engagement with the brand through the campaign initiatives.
- Position Joy Beauty as a champion for self-confidence, visibility, and the celebration of every woman’s uniqueness.
Joy My Life, My Script
Joy My Life, My Script
Joy My Life, My Script
Joy My Life, My Script
Planning and management of documentary shoot from start to finish
Management of PR amplification of the videos post production.
Collaboration with influencers and media for mileage and social media amplification.
Coordination of photography and videography coverage during the shoot.
Review and work through an editing guide for the post production team.
Casting and engagement of guests (gatekeepers) and story leads for the shoot.
Creation and setup of trademark production set for the brand.
Recruiting and casting of gatekeepers and story leads.
Curated over 100% earned media from major Instagram blogs.
Managed production through the pre, during and post phases.
Engaged and managed campaign leads and influencers in owning the campaign.
Curated an effective editing guide for post production purposes.
Joy My Life, My Script
Joy My Life, My Script
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