Clear Start by Dermalogica
INDUSTRY
Consumer Goods
PLATFORMS
“Shuttlerock consistently delivers high quality work with quick turnaround times. Projects are always approached with enthusiasm and attention to detail. The team is very responsive, adaptable, and overall, a pleasure to work with!”
Nadia Lee
Growth Marketing Manager, Dermalogica
Clear Start’s ‘always-on’ social creative routine
Clear Start by Dermalogica is a skincare line created by the skin health experts at Dermalogica. The range specializes in targeting skin concerns including breakouts, blackheads, and oily shine.
With Gen Z audiences as Clear Start's target demographic, Dermalogica's Growth Marketing Team would need to develop a strong presence on key Gen Z platforms such as TikTok, Snapchat and Instagram.
Focusing on these platforms, however, resulted in a challenge: rapid ad fatigue.
The endless content feeds that characterize these platforms mean that ads have a very short lifespan with audiences used to seeing something fresh and new with every scroll or swipe. For Clear Start to be successful in engaging audiences on these platforms, they would need to avoid stale creative by refreshing assets at regular intervals.
To do this, Clear Start decided to take an always-on approach to creative production by adopting Shuttlerock’s CaaS (Creative as a Service) solution.
What does this mean? Well, instead of building their creative in sporadic chunks throughout the year, Clear Start is instead producing creative continuously. This means that whenever ads begin to fatigue, a fresh set of creative is at hand, ready to use.
Moving fast & staying agile
Along with refreshing creative assets regularly, a major drawcard for Clear Start in Shuttlerock’s CaaS solution is that it enables them to move fast and stay agile. TikTok, Snapchat, and Instagram are very fast-paced, changeable environments. A trend is there one day, gone the next. To capitalize on these opportunities, you need to be quick.
Shuttlerock helps Clear Start to move fast on creative as it enables them to leverage their existing assets as a starting point rather than starting from scratch. You can see what this looks like below. Clear Start will select some of their existing brand, product and influencer content; brief it into Shuttlerock’s team of designers, and a set of optimized video creative will be returned to them in a matter of days.
This newfound ability to expedite the production of creative puts Clear Start in a strong position to pounce on trends and opportunities that present themselves across TikTok, Snapchat and Instagram as they present themselves.
This is made even easier by the fact that Shuttlerock’s CaaS solution operates on a fixed-cost subscription. This means that when an opportunity arises that requires new creative to be built, Clear Start’s team doesn’t have to wait around for budget approval; they can go into production immediately, with the new assets not incurring an additional cost.
Bringing it all together with dedicated tech
In order for this process of continuously renewing creative to run smoothly, tech plays a big part. This is where ShuttlerockCloud comes into play. Integrated into Clear Start’s marketing tech-stack, the dedicated cloud-based platform ensures that briefing is quick, revisions are straightforward and creative assets can be managed and deployed easily.
Moving forward
With Shuttlerock’s production capabilities at their fingertips, Clear Start by Dermalogica will be able to stay ahead of ad fatigue, engaging and reengaging younger demographics on social platforms by breathing new life into their campaigns with fresh creative.
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