Joico x Warner Bros.

The Execution

We developed and managed a fully integrated creator and paid social campaign spanning awareness, education, and a seamless path to purchase.

• End to end partnership management—from strategy development and creative execution to approvals, cross-functional coordination, launch, and performance reporting

• Selected and guided four creators with distinct storylines of confidence that connected Supergirl and Joico naturally

• Developed detailed creator briefs while allowing their personalities and authentic storytelling to lead

• Created brand-led campaign creative designed to reinforce Joico’s positioning and key messages

• Amplified creator content with paid media and retargeted engaged audiences with product-focused Joico creative to drive incremental interest and intent.

• Directed a warm audience of consumers seamlessly to TikTok Shop and Ulta

Rather than treating influencer and brand creative as separate efforts, both worked together as one connected consumer journey.

The Impact

The campaign delivered exceptional awareness, engagement, and measurable brand lift.

• 7.5-point lift in ad recall, exceeding beauty benchmarks

• 3.5-point lift in purchase intent, dramatically outperforming category norms

TikTok Shop ads were especially powerful, generating 18 million impressions, a growth of 304%. 

The campaign also identified stronger audiences, creative approaches, and shopping experiences to inform future launches.

Why It Matters

Entertainment partnerships often generate attention but struggle to influence behavior.

This campaign demonstrated that attention alone isn't enough.

By intentionally sequencing creator storytelling, brand reinforcement, and retail activation, Joico transformed a movie partnership into measurable business impact.

The result wasn't simply more impressions.

It was stronger recall, higher purchase intent, and a repeatable framework for future cultural partnerships.