RODAN + FIELDS_ Social First Content
Chris Chao
Published
THE CHALLENGE
Rodan + Fields was in a jam.
They needed their first-ever consumer campaign for their exclusive Ulta launch, and they needed it fast. No campaign. No assets. Just 8 weeks from briefing to launch. With the brand shifting from a direct-selling model to direct-to-consumer, R+F had to evolve from cult favorite to category contender, building a more desirable, differentiated, and modern brand in an increasingly competitive
skincare space.
The ask:
Create and produce a 360° social-first campaign that:
• Builds awareness and brand love
• Connects performance with purpose
• Drives sales both in-store and online
All in time to meet the media launch date.
THE IDEA
Love What You See
From glowing reviews to millions of before-and-afters, Rodan + Fields fans weren’t just users, they were believers.
We turned that passion into a unifying idea: Love What You See, a campaign celebrating real skin, real results, and real confidence. The platform bridged the brand’s science-backed performance with its emotional impact, making results not just visible but shareable.
The Process
Production & Creative Process:
• Directed by a trusted partner we had collaborated with multiple times before
• Shot in Chile using his local crew, casting network, and prepped locations
• 5 models, 2 locations, 3 shoot days, casting completed in 4 days
• Delivered all assets within 4 weeks of wrap, from concept to production in just six weeks
Social-First Execution Across Platforms:
YouTube:
• Video Reach campaigns (TV + Mobile/Desktop/Tablet) with 15-second non-skippable ads to maximize visibility
• View campaigns to tell Rodan + Fields’ story and build brand credibility
• Shorts-only campaigns to engage a large, highly active audience with short-form, captivating content
Spotify:
• Reach audiences through on-the-go listening with playlists, podcasts, and the Spotify Audience Network
Programmatic CTV/OLV:
• Use CTV and FEP for high-quality, premium reach
• Dynamic programmatic buying with custom overlay QR codes for interactive engagement (Paramount, NBCU)
Meta:
• Video Views optimized for Thruplays (15s+ views) to create sticky awareness
Pinterest:
• Video Completion Campaign to maximize engagement and brand recall
Despite the breakneck pace, every asset met Rodan + Fields’ premium standards, proving that speed, strategy, and craft can coexist beautifully.
THE RESULTS
Deliverables:
• 9 Anthem Films
• 18 Product Films
• Hundreds of Beauty & Product Stills
Outcomes:
• Launched on time and on budget
• Met sales expectations in Week 1
• Successfully repositioned Rodan + Fields as a modern, credible, and emotionally resonant brand
• Created a robust library of social-first assets ready for multi-channel activation
• Delivered premium, engaging content that extended reach and drove awareness, consideration, and purchase