INVOLVEMENT
- Social Strategy
- Identity Development
- Marketing Collateral
- Art Direction
- Brand Awareness
- Content Creation
The Brief
Vice Reversa is a beauty brand specialising in innovative Micro Crystal skincare patches – a genuinely novel product that most consumers had never encountered before. I was commissioned to develop and deliver their full social media strategy and content across Instagram and TikTok over a six-month period.
The brief had three clear objectives: make existing customers aware of new products, introduce the brand and its products to new audiences, and educate consumers on how the products work and why they’re worth it.
The Problem
Micro Crystal skincare patches are not a well-known product category. Unlike moisturisers or serums, consumers can’t immediately grasp what they do, how they work, or why they’d pay for them. The creative had to do significant educational heavy lifting – without feeling like a science lesson.
At the same time, the content had to build genuine brand affinity and drive awareness across a competitive, visually saturated beauty market on Instagram and TikTok – two platforms with very different audiences, formats, and content expectations.
Insight
The most powerful way to sell an unfamiliar product isn’t to explain it – it’s to show it working. Real people, real results, real moments. That’s why UGC and testimonial content sat at the heart of the strategy alongside product education.
The insight was that Vice Reversa needed a content mix that moved consumers through a journey: first awareness (what is this?), then understanding (how does it work?), then desire (I want this) – with each format doing a distinct job along the way.
Design Intent
I developed a full content strategy and calendar before producing a single asset – mapping content types to objectives, seasonal moments, and platform requirements. The 50+ assets were planned and sequenced to take the audience on a coherent brand journey rather than a series of disconnected posts.
28 static posts – core brand awareness and product visibility across Instagram, including product highlights, ingredient callouts, and promotional content
10 carousels – deeper product storytelling, including how-to guides, ingredient explainers, Q&A content, what’s special about Vice Reversa, and product range overviews
12 motion/video pieces for Instagram – combining raw footage, motion graphics, and animation to educate and engage, including UGC compilations showing real customer impact
TikTok videos – platform-native content adapted for TikTok’s shorter, more informal format and audience expectations
Content was strategically mapped to key calendar moments – Valentine’s Day, Black Friday, Christmas – ensuring the brand showed up with relevant, timely creative at the moments consumers were most receptive.
UGC was woven throughout the strategy: edited compilation videos showing real customer results, testimonial content building social proof, and how-to content demonstrating application making the unfamiliar feel accessible and trustworthy.
Outcome
Delivered a complete, strategic social content programme across Instagram and TikTok – taking Vice Reversa from minimal social presence to a fully planned, consistently executed content strategy over six months.
