Brand: TULA Skincare is a clean, prestige skincare brand formulated with probiotic extracts & superfoods

Target Audience: Gen Z & millennials seeking a multi-purpose sunscreen that they enjoy incorporating daily into their morning skincare routines

Objective/Background: To promote one of TULA’s hero products, Protect + Glow SPF 30, the growth marketing team was seeking a fresh way to market the product in anticipation of the summer season. Based on competitive analysis, I conceptualized two paid social ad campaigns - a magazine-style quiz concept and a comparative ad concept. The objective was to encourage sunscreen pessimists or non-loyalists to try Protect + Glow because of its endless skincare benefits and ability to deliver an amazing glow every day. I wrote all of the ad copy for both campaigns, utilizing the Problem, Agitate, and Solution copywriting framework.

Brand Voice: Informative, Confident, Positive

Marketing Tactics: Copywriting, Competitive Analysis, Creative Strategy, Brand Voice