TREE HUT: UNCONTAIN YOURSELF
Over the years, Tree Hut’s glittery sugar scrubs have grown a loyal cult following both on and offline. Yet this devotion wasn’t translating to sales.
To support a full brand refresh, we needed to energize the existing Tree Hut fandom while inviting new members to join in on the fun with the brand’s first ever Super Bowl spot.
TikTok’s Favorite Scrub
Tree Hut started in 2002, but it became a household name thanks in part to its large TikTok community.
But to spread this fandom out into the real world, I was tasked to bring what our community loved most about our scrubs to the world’s largest stage.
SUPER BOWL LX
SKINCARE SHOULD BE FUN
For our first trip to the Super Bowl, we payed homage to Apple’s iconic 1984 Super Bowl ad with the Tree Hut community resisting the beige, bland, and boring “clean girl aesthetic” pushed by competitors like Rhode and Eos.
CASTING OUR COMMUNITY
To capture the fun, weird, bright, colorful personality of the fandom, our cast was made up almost entirely of the influencers who helped build this fandom in the first place.
Even beyond our Super Bowl spot, we captured an additional 10M+ ORGANIC VIEWS solely from our social content before, after, and in all four quarters of the game.
WE HELPED TRANSFORM THE HYPE INTO SALES with a campaign that was embraced by the very community we were celebrating….
✨✨But was especially embraced by @swammie2✨✨
My Contributions:
writer of my first ever super bowl spot, LEAD CREATIVE ON social campaign, the teams designated “knower of football”, recent expert on what a sugar scrub does, praying with every fiber in my body that bad bunny somehow saw this
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