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Juvederm Social
Juvederm Lips
Social Campaign
2022
+ Project
I developed this social-first Juvéderm campaign to educate consumers on their range of lip products. With over 50 assets, it cast a wide net to appeal to a diverse audience, making Juvéderm’s brand both recognizable and sought-after, particularly as lips remain the most popular treatment across all filler brands.
This was Juvéderm's largest campaign of 2022 and had a high success rate, resulting in 3x as many GenZ Juvéderm Lips patients than the year prior.
+ Role
Art Director
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+ Credit
Made with Maddie Stoy,
Emilie Johnson & Ruth Brandt
I designed this lockup for to be used across all campaign assets to highlight the treatment area through iconography and copy, while also showcasing the
names of both Juvéderm's lip products.
Focus on Lips
The visual system for this campaign was crafted to highlight the patient's lips using treatments like quick zooms, close cropping, animated swooshes, and a unique camera viewfinder that focused on the lips while blurring the background.
Testing Messaging & Audiences
Each asset in this campaign had a nearly identical counterpart with variations in messaging, treatment results, or talent age. The assets were tested against each other to learn which specific elements resonated most with audiences. Ultimately, results found audiences responded most positively to GenZ talent with 'bold results' messaging. See an example of two tested assets below:
Millennial talent with 'Natural Looking Results' message
GenZ talent with 'Bold, Plump Results' message
The Soundtrack
Due to the large scale of this campaign, a soundtrack that matched its energy and was ownable to the brand was essential. A sound house was enlisted to create a custom
track for use across all lips-focused assets.
Juvederm LipsButter Music and Sound
00:00 / 01:03
Additional assets from the campaign:
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