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
