A story about time.
And stealing it back for summer.
The setup
P20 Sunscreen. The original long lasting 10hr suncream.
But how many people reach for it over the bigger brand names when they prepare to hit the rays?
Not enough. And as P20 were discovering, a wet, windy British summer wasn’t about to help either.
The market was already flooded with competition as SPF moisturisers entered the scene,
so we knew we had to create real cut through to make a difference on the supermarket shelves.
We needed to get this brand into the hands of creators who could speak directly to our audience
(outgoing women with active lifestyles)
while also rolling out an OOH campaign to support.
The aim
Protect their share of voice in declining market ✔️
Continue building brand equity for a high value product without discounts and promotions in a highly competitive market ✔️
Reinforce the key message that P20 lasts for 10hrs ✔️
Build P20 into a daily skincare habit ✔️
The masterplan
What does a 10hr sunscreen give you aside from protection?
Time back to do more of what you love in the summer, of course.
This OOH and Influencer campaign spoke directly to an audience who loved nothing more than to get active out in the sun, but who hated the stress, discomfort and all round unpleasant stickiness of having to reapply sunscreen throughout the day.
We targeted the purchase journey outside stores, with selected media in and around high footfall premium shopping districts across UK city centres, in May and June ahead of the summer holidays.
Simultaneously, we launched our Influencer campaign to promote the new P20 Urbanshield (pollution) and hyperpigmentation product ranges – showcasing the product as part of daily skincare routines for all different types of women.
Creators were carefully selected based on psychographic profiles of our audience (not exclusive to skincare) and their ability to create content that felt truly organic. Our best performing influencer content was then used to retarget our audience through paid Meta ads.
Summer, consider yourself squeezed.
7k
Organic Community Engagements
30 million
OOH Impressions
77k
Click-throughs
3.3 million
Influencer Impressions
