Role: Creative Strategy, Social Strategy, Influencer Strategy, Creative Direction, Brand Strategy

Ask: Unite 6 L’Oréal brands across 4 divisions under one social-first idea designed to drive conversation, traffic, and conversion during Prime Day.

Opportunity:‍ ‍Prime Day isn’t a discovery moment. It’s a cart moment.

By the time the sale starts, shoppers have already spent days researching, comparing, and building wishlists. The problem isn’t finding more things to buy. It’s figuring out what actually deserves to stay in the cart.

And with shoppers feeling rushed, overwhelmed, and increasingly regretful of impulse purchases, we saw an opportunity to turn Prime Day’s biggest friction, the chaotic cart, into L’Oréal’s biggest beauty conversion moment.

Approach: We created Your Prime Day BFF, turning financial creator Vivian Tu (@YourRichBFF) into the trusted voice shoppers needed before checkout.

Across a social-first series, Vivian audited creators’ chaotic Amazon carts, separating impulse buys from products that actually earned their place. Instead of relying on traditional beauty endorsements, L’Oréal products were validated through value, utility, and cost-per-use, giving six distinct brands one credible reason to stay in the cart.

Instead of asking audiences to trust another beauty recommendation, we made beauty pass the scrutiny of a money expert.

Each episode ended with a shoppable, Vivian-approved edit: buy the right things, for the right reasons.

Results:

• 4M+ views across the campaign

• 6 brands across 4 L’Oréal divisions activated under one platform

• One campaign post ranked #3 out of 700 Prime Day social posts with no paid support

• Ranked among the Top 100 most-viewed Prime Day posts that week

• Kiehl’s content delivered a 47% VTR, +15 pts above benchmark

• Delivered a 450% return on campaign investment across participating brands.