St. Ives launched its Skincare Solutions collection ahead of the back-to-school season, targeting Gen Z with products boasting clean ingredients for clear skin. To increase awareness and drive in-store purchases, I developed a creative PR and influencer campaign. Research revealed that 75% of college students were stressed about paying for school, often leading to acne. Based on this insight, I launched the #StIvesScholarship contest, inviting undergraduates to share how they destress for a chance to win up to $50,000 in tuition and books.

I enlisted Sierra Capri from Netflix's “On My Block,” who resonated with our audience, and two macro-influencers to amplify the contest. The campaign generated 18.52 million earned media impressions with coverage in ESSENCE, Teen Vogue, Yahoo! and more. Sierra's content, along with supporting influencers, achieved an 18.7% engagement rate—far exceeding the industry average. The brand saw a 30% increase in TikTok and Instagram growth, with over 200 contest submissions in one week, driving both social platform growth and product consideration.