Client: StriVectin
Services: Full-funnel digital marketing strategy, strategic channel expansion, content and audience planning
Overview and Challenges:
StriVectin, a clinical skincare brand backed by over 35 years of research, partnered with January Digital to evolve its digital media strategy ahead of the most critical quarter of the year.
To meet ambitious Q4 goals across revenue, traffic, and new customer growth, StriVectin needed to modernize its full-funnel strategy while improving media efficiency and streamlining creative execution. January Digital was tasked with rethinking past processes and building a media plan that maximized impact across paid social, CTV, and emerging channels, all while addressing challenges like compressed timelines, evolving creative demands, and the need for tighter alignment across brand and performance teams.
A key challenge was creative volume and agility: new formats, faster turnaround, and multi-channel relevance were essential to success. January Digital worked cross-functionally to ensure that content, targeting, and measurement were tightly aligned to both product priorities and audience opportunity.
Goals:
- Increase eCommerce revenue during the holiday season through high-impact media activations
- Drive new customer acquisition at scale through audience testing and content strategy
- Lift brand awareness and consideration using channel mix optimization and top-funnel creative
Our Work:
January Digital developed and executed a full-funnel Q4 media campaign grounded in data, testing, and platform-specific strategy:
- Optimized Social Spend for Awareness and Efficiency
Consolidated budget toward top-performing social platforms Meta and TikTok to maximize impact with high-intent skincare audiences. Focused heavily on upper-funnel prospecting and product education to fuel traffic and conversion. - Expanded CTV Strategy for New Audience Reach
Launched premium CTV placements with publishers like Disney to reach new audiences in a high-attention, large-screen environment. Tailored creative ensured relevance across key demos. - Launched New Audience Testing Across Channels
Deployed new segments such as “Reality TV Lovers” based on customer data insights. The strategy uncovered high-performing new audiences and informed broader campaign targeting. - Elevated Creative Through Influencer Integration
Introduced influencer content into top-funnel social for the first time, combining authenticity with brand storytelling. This content significantly contributed to campaign performance across awareness and consideration. - Focused Product Messaging Around Hero SKUs
Centered the campaign on TL Neck, one of StriVectin’s hero products, which became the brand’s top-performing SKU.
Results and Business Impact:
January Digital’s data-driven, cross-channel campaign delivered record results for StriVectin in Q4:
- Exceeded eCommerce revenue goal by 18%, with 21% revenue growth
- Drove +17% traffic growth to StriVectin.com
- Increased new customer acquisition by 13%
- Improved brand consideration, with +31% lift in StriVectin brand search volume during Q4
- Increased sales of TL Neck by 100%
