News

Go-To skincare launches first brand campaign via Sayers Brand Momentum

Zoe Foster Blake’s skincare brand, Go-To, has launched its first brand campaign, positioning the brand as the go-to skincare in the Australian market, via Sayers Brand Momentum.

The campaign steers away from traditional beauty campaigns, featuring unexpected characters and scenarios to bring home the message that skin care is for everyone.

 

Other assets:

The Removalist 30″: https://www.youtube.com/watch?v=BYucGbb86T0
Australia’s go-to for glowing skin 30″: https://www.youtube.com/watch?v=Arq8epxGWQw

The campaign leveraged Sayers’ new end-to-end lean advisory model, with Sayers leading the strategy across brand, creative and media, curating creative and production services and leveraging its OMD partnership to execute the campaign.

Nicky Bryson, co-founder of Sayers Brand Momentum said: “Go-To has a witty and insightful relationship with its customers, it’s not overly earnest, doesn’t take itself too seriously and really reflects a go-to solution for all Australians. Not many brands have such a brilliant foundation to launch from. Being a digital scale up it felt natural to build a small collaborative team, embedding ourselves in their business and truly partnering with them on bringing the brand to a new scale nationally.”

The campaign includes three 30 second films that will rollout on BVOD, as well as a number of out-of-home executions that will be placed in rail, retail and billboard placements.

In one spot, a woman is shown on the phone in the kitchen, speaking to a friend about her partner as he relaxes on the lounge in his go-to face mask.

“Globally, Australia is viewed as a leader in skin care, and Go-To is at the forefront of that. Our products are effective, easy to use, and they get the job done – no bullshit, no miracle peddling. Australia’s native flora is riddled with incredible fruits, nuts and plants, and our formulations (made in-house at our peach lab in Sydney) utilise as many of these as possible because they’re best in class,” said Go-To founder Zoë Foster Blake.

“Skin care can be confusing, intimidating, and take itself way too seriously. We help people enjoy looking after their skin, to feel confident and proud to take care of themselves. We want more Australians to experience that, to give go-to, a go.”

CMO Leonie Faddy added: “The goal of this campaign is to boost Go-To’s brand awareness. We have a passionate, dynamic community that we choose to honour and feel a huge responsibility to. This group is engaged and understands the magic of Go-To. What we are doing with Sayers is harnessing what makes Go-To unique, the efficacious formulas and brand DNA, and broadcasting that to the country. We know there is a huge cohort of budding customers we aren’t talking to yet and it’s time to tap into that potential and affirm Go-To position as Australia’s go-to for skin care.”

As a writer, Foster Blake is excited to see the brand she has built finally featured on billboards around the country.

“Go-To has always been a copy-led brand; this was great fun. We love to muck about and play with our customers at every available touchpoint. This campaign doesn’t feel like a traditional beauty campaign, and that is precisely the point.”

As a digitally native brand, the campaign will also rollout online.

Credits

Sayers Brand Momentum: Nicky Bryson, Genevieve Reynolds, Rachel Tucker
Creative Director: Tessa Chong

Creative Consultant: Karen Ferry 
Production (via Apparent): Tanya Tankiang, Kesha Robertson
Production company: Revolver
Director: Leilani Croucher

Photographer: Billy Plummer
Audio production: Otis
Media buy: OMD

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