Me Today’s bold refresh: A campaign that clicks

AUCKLAND, Today: How do you know your campaign is working? It’s when your target audience connects instantly, while others are left puzzled. That’s exactly what Me Today achieved with their latest campaign.

The skincare and supplement brand partnered with independent agency Thompson Spencer for a bold refresh. Their mission? Shake up the status quo while effectively engaging diverse audiences with striking social content, edgy billboards, and interactive activations.

The campaign launched with a clever example of IYKYK (If You Know, You Know) strategy. Thompson Spencer crafted creative billboard lines that caught the attention of Gen Z. As intended, the billboards created a buzz on social media, with some saying, “I don’t get it,” and the target audience responding, “exactly!”

The billboards featured memorable one-liners like:

• “Empowers you like a drunk girl in a bathroom”
• “Don’t worry, you turned the straightener off”
• “The key to being Leonard DiCaprio’s type”

While the Not Targets said “huh?”, the Targets chimed in with, “This is unbelievably relatable – drunk girlies in the bathroom are the best girlies – we’re all best friends. You’ll never know unless you know.”

Next came impeccably shot, engaging social media content. But the highlight of the campaign was the experiential Pick-Me-Up Today activation in Auckland.

“Working with Me Today has been so much fun. Their willingness to embrace the unconventional and bold (‘be a little bit unhinged’ is a direct quote from one of our client agency meetings!) has allowed us to connect with their audiences in a way that is meaningful and impactful.” – Melanie Spencer

An activation that left no crumbs
Thompson Spencer created a bold, pink Pick-Me-Up Today cart in the heart of Auckland’s Commercial Bay. Me Today ambassadors, Tia Grant and Tash Coutts, wore vibrant hot pink jumpsuits, ensuring they couldn’t be missed.

Passersby sampled Me Today’s glowing-skin supplements, stress-relieving ashwagandha, collagen-boosting moisturisers, and revitalising night crèmes. They could grab a free product by signing up for the newsletter via QR code or leaving a handwritten compliment for the next visitor on a pink card.

By midday, the response was so overwhelming that additional samples had to be rushed in to meet demand. The activation embodied Me Today’s mission of spreading positivity and self-care.

Melanie Spencer, Thompson Spencer Co-Founder and CEO, remarked, “Working with Me Today has been so much fun. Their willingness to embrace the unconventional and bold (‘be a little bit unhinged’ is a direct quote from one of our client agency meetings!) has allowed us to connect with their audiences in a way that is meaningful and impactful.

“From the chat around the billboards to the incredible turnout at the Pick-Me-Up-Cart, it’s clear that our renowned Thompson Spencer social-first strategy is resonating – and delivering results.”

With Me Today’s refreshed branding cutting through the noise, even more exciting plans are on the way.

• For more info, contact Melanie Spencer at +64 212472518 or melanie@thompsonspencer.com