We gave @cvs_beauty a makeover. Turning her Instagram feed into her new favorite beauty aisle.
Editor: Reed Holtzman | Producer: Shivang Chopra | CD: Jessica Bergstresser
30K New followers
Introducing a new beauty content model
CVS Beauty social was in need of a major makeover. Our team introduced a brand new content model that grew their following from 3K to over 30K in less than a year. As the primary art director on the account, I was responsible for maintaining the brand’s aesthetic through “heart art”, brand ethos quote cards and model imagery. The CVS Beauty Instagram was transformed to truly represent Beauty In Real Time.
Results:
96K+ in-feed engagements
11M+ total engagements
30,000+ new followers
9%+ lift in perception that CVS is up-to-date on beauty
Beyond the Instagram feed
instagram stories
Transformed in-feed content into engaging stories both paid and organic.
newsletter
Made the CVS Beauty Club newsletter more relevant with new headers and seasonal content every month.
BLOG
Developed long-form content to supplement our social feed—from makeup tutorials to influencer partnerships.
In the studio
We streamlined costly monthly photoshoots into a 2-day studio shoot that resulted in 8 months worth of model content. I helped plan model looks, styling and art direction on set. The outcome was a library of studio images that could be used across CVS Beauty platforms as stills, gifs and more.
Photography by: Sacha Perlstein
Credits
Creative Director: Jessica Bergstresser | Copywriter: Laura Maddox | Content Director: Erin Flaherty | Social Strategy: Sarah Mitus