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The DREAM Initiative® was created in partnership by Allergan Aesthetics and skinbetter science® to address the effects of systemic racism in aesthetic medicine. At the center of the initiative was
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Forces of Beauty®, a study sourced from 4000 women of various racial and ethnic backgrounds that lends firsthand narratives to the larger conversation around representation in beauty marketing.
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Develop and distribute an omnichannel campaign aimed to reach target audiences, raise awareness, and drive conversions to the DREAM microsite through social and digital partner channels. In addition to launching the initiative and promoting the report,
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FI5TH collaborated with client and campaign partners to support the release of the DREAM content library by Shutterstock Studios. The royalty-free library features thousands of images authentically showcasing beauty across race, culture, gender, age, and body type.
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Orchestrating a strategic campaign launch with the goal of raising awareness and driving traffic to the Forces of Beauty® report, FI5TH balanced organic and paid content strategies
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to engage target audiences with a myriad of custom campaign content ranging from display and search campaigns, social videos and reels, educational graphics, and more.
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Yielding millions of impressions across social and digital campaign content, supporting videos received hundreds of thousands of views and sparked meaningful conversation across partner social channels.
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Driving tens of thousands of relevant users from target audiences to the DREAM microsite, ad content created and distributed by FI5TH was responsible for driving the primary share of campaign traffic for The DREAM Initiative®.
