Dr Dennis Gross - MG Empower

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A standout awareness and traffic-driving campaign to keep bestseller at Number One in the US.

With competition chasing after the success of their bestselling Alpha-Beta Peel, and their content formula of before-after demonstrations in need of evolution, Dr Dennis Gross asked MG Empower to explore and execute fresh ways to engage new audiences and drive conversion. So, leaning into the Alpha-Beta Peel’s differentiation as a two-phase product, we implemented a multi-layered influencer marketing campaign to keep it at Number One in the US.

Connect Dr. Dennis Gross with new audiences while driving traffic, sales and brand engagement in the US.

Dr. Dennis Gross asked MG Empower to come up with a fresh creative concept to drive new consumers through from social channels to their Sephora touchpoints. Beyond viewership, the team also wanted to ensure that customers were driven to action, with key metrics including engagement, online footfall and sales uplift.

Put an ownable twist on the product’s concept to cut through a saturated content landscape.

#AlphaBetaDuo was inspired by the idea that ‘two is better than one’. 24 US-based influencers went live with authentic, skincare-centric content for their audiences on TikTok and Instagram, supporting the brand’s positioning in the market. We phased the content to explore the concept from its different dimensions: a two-step process, and a two-person demo.

With content going viral and exceeding key benchmarks, this campaign proved that creative product demonstration drives results.

Overall, the campaign landed well with sentiment analysis revealing an extremely positive reaction from the brand’s target consumers. Visual benefits, as opposed to verbal confirmation, proved to be much more convincing in terms of demonstrating the product’s efficacy. From a paid activity perspective, cross-platform optimisation was an effective strategy with Meta as the strongest traffic-driver and TikTok as the key source of audience engagement – ultimately driving over 138,000 people to the Dr. Dennis Gross page on Sephora’s website and uplifting sales by 7%.

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Telling brand stories.

Amplifying stories in every direction.

Bringing stories to life.

The data behind the stories.

Co-create your next solution, fast.

#AlphaBetaDuo #AlphaBetaPeel #DDGPartner

A standout awareness and traffic-driving campaign to keep bestseller at Number One in the US.

Connect Dr. Dennis Gross with new audiences while driving traffic, sales and brand engagement in the US.

Put an ownable twist on the product’s concept to cut through a saturated content landscape.

Leverage synergies between organic and paid media to maximise reach and engagement.

With content going viral and exceeding key benchmarks, this campaign proved that creative product demonstration drives results.

How can we empower
your brand?

Our services.

Useful links.

Our newsletter.

Case studies.

This month's highlights.

Insights and inspiration.

Latest.

Telling brand stories.

Amplifying stories in every direction.

Bringing stories to life.

The data behind the stories.

Co-create your next solution, fast.

#AlphaBetaDuo #AlphaBetaPeel #DDGPartner

A standout awareness and traffic-driving campaign to keep bestseller at Number One in the US.

Connect Dr. Dennis Gross with new audiences while driving traffic, sales and brand engagement in the US.

Put an ownable twist on the product’s concept to cut through a saturated content landscape.

Leverage synergies between organic and paid media to maximise reach and engagement.

With content going viral and exceeding key benchmarks, this campaign proved that creative product demonstration drives results.

How can we empower your brand?

Our services.

Useful links.

Our newsletter.

How can we empower
your brand?