Fueling Gen Z Growth through Insight-Led Social Activation
THE CHALLENGE
St. Ives introduced its Skincare Solutions collection ahead of back-to-school season, targeting Gen Z with clean-ingredient products for clear skin. The goal was to break through a saturated skincare market, drive awareness, and ultimately increase in-store purchase consideration among college students.
THE APPROACH
I developed a culturally relevant PR and influencer campaign grounded in audience insight: 75% of college students reported financial stress, a key trigger for acne. Launching the #StIvesScholarship contest, students were invited to share how they de-stress for a chance to win up to $50,000 in tuition and books. To amplify reach and credibility, we partnered with Netflix’s On My Block star Sierra Capri and two Gen Z macro-influencers — reality TV star Morgan Simianer (CHEER) and actor Ryan Potter (Big Hero 6). Strategic media outreach across lifestyle and youth-focused outlets supported the influencer push, connecting skincare to real-life stressors in an authentic, solutions-driven way.
RESULTS
Generated coverage in ESSENCE, Teen Vogue, Yahoo!, and more
Achieved an 18.7% engagement rate across Sierra Capri and influencer content—well above industry benchmarks
Increased TikTok and Instagram audience growth by 30% during the campaign period
Drove 200+ contest submissions within the first week, boosting brand visibility and product consideration
18M+
MEDIA IMPRESSIONS
Sierra Capri on Her Partnership With St. Ives, Skin Care, and “On My Block”
Sierra Capri Partners with St. Ives To Give Away $50,000 Scholarship
Sierra Capri Is Saying Goodbye to ‘On My Block’- Talks her college tuition giveaway.