Zoe Foster Blake’s brainchild Go-To Skincare is joining the advertising big leagues by releasing its first brand campaign via Sayers Brand Momentum.
The cult skincare brand kicked off its first-ever campaign with a nod to its name, playfully asserting itself as the go-to for skin care in the Australian market, get it?
The campaign cleverly doesn’t fall into tired traditional beauty campaign traps and instead uses fun characters to drive home the key messaging from the brand. Basically, if you have skin! Use Go-To Skincare.
Sayers Brand Montetum is spearheading this campaign which sees Go-To enter the billboard, rail, retail and on-demand TV ad space for the first time since launching in 2014.
Founder, Zoë Foster Blake said: “Globally, Australia is viewed as a leader in skin care, and Go-To is at the forefront of that.
“Skin care can be confusing, intimidating, and take itself way too seriously. We help people enjoy looking after their skin, to feel confident and proud to take care of themselves. We want more Australians to experience that, to give go-to, a go.”
Go-To Skincare, CMO, Leonie Faddy said: “The goal of this campaign is to boost Go-To’s brand awareness.
“We have a passionate, dynamic community that we choose to honour and feel a huge responsibility to. This group is engaged and understands the magic of Go-To.
“What we are doing with Sayers is harnessing what makes Go-To unique, the efficacious formulas and brand DNA, and broadcasting that to the country.
“Go-To has always been a copy-led brand; this was great fun. We love to muck about and play with our customers at every available touchpoint. This campaign doesn’t feel like a traditional beauty campaign, and that is precisely the point.”
This campaign leveraged Sayers’ new end-to-end lean advisory model, with Sayers leading the strategy across brand, creative and media, curating the right creative and production services, and leveraging their partnership with OMD to execute the campaign.
Nicky Bryson, co-founder of Sayers Brand Momentum said: “Go-To has a witty and insightful relationship with its customers, it’s not overly earnest, doesn’t take itself too seriously and really reflects a go-to solution for all Australians.
“Not many brands have such a brilliant foundation to launch from. Being a digital scale up it felt natural to build a small collaborative team, embedding ourselves in their business and truly partnering with them on bringing the brand to a new scale nationally.”
Credits:
Sayers Brand Momentum: Nicky Bryson, Genevieve Reynolds, Rachel Tucker
Creative Director: Tessa Chong
Creative Consultant: Karen Ferry
Production (via Apparent): Tanya Tankiang, Kesha Robertson
Production company: Revolver
Director: Leilani Croucher
Photographer: Billy Plummer
Audio production: Otis
Media buy: OMD
