CASE STUDY: [coat]s 2024

From Clinical to Clickable: Inside [Coat]s' Creator-Led Skincare Surge

4,000,000+Views

CASE STUDY: [coat]s 2024

From Clinical to Clickable: Inside [Coat]s' Creator-Led Skincare Surge

4,000,000+Views

67 Creators

115% To Target

4,000,000+Views

Jan - March 2024

115% To Target

4,000,000+Views

Jan - March 2024

67 Creators

The Challenge

In early 2024, [Coat]s set out to establish its dermatologist-backed skincare line as a breakout favourite on TikTok, an environment often dominated by trend-based products and aesthetic overload. With launches ranging from its core 3-step system to a gentle exfoliating cream, the brand had to balance credibility and relatability, cutting through the noise with storytelling that resonated with both skincare-savvy and casual users alike.

Each month presented a unique goal:

January: Drive awareness during “New Year, new skin” resets

February: Sustain momentum and spotlight the hero toner

March: Launch the Super Smoother Exfoliant Cream with a focus on gentle effectiveness

Across these waves, [Coat]s needed to prove one thing: science-backed skincare doesn’t need a lab coat to connect.

The Solution

To authentically break through a crowded beauty landscape, [Coat]s adopted a precision-first creator strategy that evolved across each month of Q1. Our goal wasn’t just to drive awareness, but to educate, inspire, and convert through content that felt native to every platform and every skin story.

We collaborated with 67 diverse creators across skincare, beauty, lifestyle, and couples niches, hand-selected for their ability to build trust and tell compelling stories.

Key Content Themes Across Campaigns:
🫧 GRWMs and routine integrations to build familiarity and trust
🫧 Ingredient spotlights and real-skin testimonials to establish credibility
🫧 Couples and family formats to demonstrate shared, everyday usage
🫧 Lifestyle moments and hook-driven scripts to increase relatability
🫧 Watermark-free assets & optimised visuals for scalability and repurposing

Each creator used direct CTAs to Amazon or CVS, ensuring every scroll had the potential to convert. Campaigns also benefited from strong Reddit redistribution and a consistent tone: smart, simple skincare that’s made to work.

The Results

Across January to March 2024, [Coat]s delivered exceptional organic performance and market penetration:

📈 Total Views: 4.15M+
🔗 Total Clicks: 11,716+
🎯 Creators Activated: 67
📍 Platforms Used: TikTok, Instagram, Reddit
🧴 Top-Performing Niches: Couples content, skintok, beauty and lifestyle

Monthly Highlights:
January: 2.28M views, 5,175+ clicks | Breakout creator @sheldon drove 2.89K clicks
February: 975.9K views, 6,541 clicks | @grace hit 2.7K+ clicks from one post
March: 895.7K views | @camxpetra and @mattandkhari led traction with >200K views each

The Super Smoother launch in March reinforced that clinical doesn’t have to mean clinical-looking. When brands trust creators to tell the story, audiences listen and engage.

Why It Worked
Creator Consistency: 100% on-time, on-brief delivery across three months
Cross-Niche Reach: From skintok to couples to beauty, we met audiences where they scroll
Cohesive Brand Narrative: Every touchpoint reinforced [Coat]s’ identity, gentle, effective, no-fuss skincare
Real Skin, Real Talk: From first tries to post-gym resets, the content felt lived-in, not lab-tested