Client: amika
Services: Video-first creative strategy, full-funnel media planning & buying, paid social expertise & optimization.
Overview and Challenges:
In Q1 2025, amika, the fearless Brooklyn-born haircare brand, partnered with January Digital to launch Superfruit Star, a lightweight styling oil designed to strengthen and smooth hair. The campaign’s goal was to introduce the product to new audiences through a full-funnel, video-driven strategy spanning YouTube, CTV, Meta, and TikTok.
With a reduced upper-funnel budget compared to the previous year, a post-holiday launch window, and the challenge of introducing a completely new product, the team needed to refine audience targeting, craft platform-specific video creative, and execute an agile optimization plan to maximize results.
Goals:
- Refine audience targeting for maximum video impact.
- Increase awareness of the new product via video.
- Enhance brand visibility through video storytelling.
- Drive revenue and ROAS at or above goal.
Our Work:
January Digital designed and executed a tailored video-first launch strategy for Superfruit Star, pairing platform-specific creative with refined audience targeting to drive measurable awareness and sales impact.
- Refined Audience Personas to Guide Strategy: Leveraged customer research tools, historical performance data, and industry insights to identify high-potential consumer segments for targeted media buys.
- Built a Funnel-Specific Video Content Framework: Created 30-second videos for upper-funnel storytelling on YouTube and CTV, and 15- and 6-second edits for mid- and lower-funnel engagement on TikTok and Meta.
- Optimized for Platform Strengths: Activated branded videos and creator content across channels, tailoring edits, calls-to-action, and pacing to each platform’s native format and user behavior.
- Maximized Influencer Content on TikTok: Repurposed creator-led videos to boost authenticity, engagement, and recall, aligning content to high-intent moments in the funnel.
- Executed an Agile, Extended Flight Strategy: Extended the campaign to build on early momentum, applying learnings to shift budget toward top-performing platforms and creatives.
- Unified Performance Analysis Across Data Sources: Integrated platform data, GA4, and brand lift studies to continuously assess and optimize awareness, recall, and revenue impact throughout the campaign.
Results and Business Impact:
- +61% over projected in-platform ROAS & revenue.
- TikTok all-time high ad recall: +175% above benchmark.
- TikTok brand awareness lift: +483% above benchmark.
- Meta ad recall: +93% above benchmark.
- Meta purchase intent lift: +145% above benchmark.
- YouTube brand awareness lift: +50% above agency average.
- CTV brand awareness lift: +51% above agency average.
- CPM down -25% YoY across optimized video placements.
