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Plum is a direct-to-consumer (D2C) beauty brand with a mission to make beauty fun, exciting, and deeply relevant to Gen-Z consumers. Known for its bold, authentic approach, Plum set out to celebrate their year-end success while strengthening genuine connections with their audience through creative, community-driven storytelling.
Plum came to us with a simple brief: make us look fun, exciting & relevant to Gen-Zs. From AI videos to drama skits, and fun Reels talking about their sales, to memes - we went all out to celebrate their December sale. We also activated dozens of influencers across lifestyle categories with one unified core creative message of “#10MnBrightFaces” but empowered the influencers to maintain their natural style at the same time, ensuring both brand consistency & organic virality.
Create buzz around Plum's year-end performance, position the brand as fun and Gen-Z relevant, drive engagement through influencer partnerships, and celebrate customer community while maintaining brand voice.
The #10MnBrightFaces campaign turned Plum’s year-end milestone into a Gen-Z internet celebration, blending AI-led visuals, scenarios, memes, and influencer storytelling under one unified creative idea. By balancing brand consistency with creator authenticity, the campaign transformed sales success into a community-driven cultural moment that felt fun, self-aware, and viral.
With almost every beauty & skincare brand doing influencer marketing & competitively good content on their socials, our approach with Plum was dialling up on the influencers' natural personas, giving them the freedom to "do their thing" & promote the brand's message in their own way. This approach, paired with our weekly stream of organic IPs & series (produced in-house by Finnet), created a massive impact for the brand in terms of high engagement because it was native to the platform & relevant to consumers.
