Pauly’s Choice to Get Toned
Gym, Tone, Laundry
Artisan Council developed and produced the community driven idea to support Thayers’ celebrity partnership with Pauly D with a social-first content series consisting of vignettes in which we discover why Thayers Blemish Clearing Toner is Pauly’s Choice.
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We joined Pauly in the Thayers gym as he gave fellow trainees tips on how he stays toned – both his skin, and his abs.
The campaign delivered four hero videos, four 10-second cutdowns, and seven punchy one-liners that spotlighted Pauly’s personality while educating viewers on why Thayers Blemish Clearing Toner is the top choice for acne-prone skin.
Each vignette focused on a different fellow trainee with a skin concern that was addressed by Thayers Blemish Clearing Toner and was revealed as they were getting a gym training tip from Pauly D. Pauly would interrupt his training advice to share why Thayers is Pauly’s Choice for skincare needs.
To amplify impact, Artisan Council also implemented a community-first moderation strategy, engaging proactively within Jersey Shore fan communities to tease the collaboration and drive momentum leading up to launch. We also concepted an influencer send-out to include campaign t-shirts as merch to send to influencers which were hugely popular and worn by mega influencers like Alix Earle.
Artisan Council delivered 8 community first engaging, personality-packed, and educational assets for Thayers – delivering performance above industry benchmarks. Social first created community thirst. Now that’s refreshing.
Artisan Council developed a social-first content series showcasing why Thayers Blemish Clearing Toner is Pauly D’s top choice. The series features 8 engaging vignettes highlighting Pauly’s personality while educating viewers on the toner’s benefits for acne-prone skin.