CASE STUDY: Whind 2024
How Whind’s Marrakech Sun Stayed Glowing All Year with Always-On Creator Campaigns
22 UK Creators
10 USA Creators
1.46+ Million Views
Jan - March 2024
The Challenge
With the launch of Marrakech Sun, a serum-meets-tint hybrid inspired by golden hour in Morocco, Whind needed to drive product education and desire across a saturated skincare + makeup crossover category. The goal was to spotlight the formula’s unique glow, blendability, and skincare-first approach, while cutting through the noise of traditional bronzing products on TikTok and Instagram.
The brand also sought to establish a consistent visual language across markets, featuring warm tones, glowing skin, and golden backdrops, without relying solely on polished brand assets.
The Solution
We activated a multi-phase creator campaign in both the UK and the USA, working with a total of 32 creators across Q1 and Q2. The strategy focused on native content, letting real people show how Marrakech Sun fit into their everyday routines, before brunch, during summer resets, or as part of a no-makeup makeup look.
Key content strategies included:
Glow-First Storytelling: Creators showcased the transformation from dull to dewy, using Marrakech Sun as the star in their daily skincare rituals.
Routine Integration: Rather than standalone product reviews, creators seamlessly integrated the serum into full make-up routines, boosting credibility and conversion.
Creators produced content formats like:
GRWM Videos: Layering Marrakech Sun over bare skin or with skincare for a dewy finish
Golden Hour Transitions: Leveraging natural lighting to enhance the product's shimmer
“First Swipe” Glow Reactions: On-camera product reveals showcasing instant radiance
To maintain momentum, we used repost rights, performance analysis, and smart re-engagement with creators who organically resonated.
The Results
🔥 1.46M+ Total Organic Views (Jan–Mar 2024)
🇬🇧 UK Creators Activated: 22
🇺🇸 US Creators Activated: 10
🌞 Hero Product: Marrakech Sun glow serum
📈 Consistent weekly growth in video views and saves
💬 Standout feedback: “glass skin in a bottle”, “my fake tan replacement”
🧴 Multiple creators used Marrakech Sun in GRWM + post-holiday skin repair content
Why It Worked
Hybrid Product, Hybrid Messaging: Creators naturally communicated both the glow-up effect and skincare benefits, showing Marrakech Sun as more than just makeup.
Visual First Appeal: The warm-toned content created a unique visual space for Whind, one that felt both luxurious and achievable, thereby boosting shareability.
Creator Selection: We balanced reach and relevance: creators with glow-getter audiences and a track record of performance in the skincare/beauty vertical
Always-On Visibility: With content rolling out weekly and monthly, Whind remained front-of-mind without fatiguing its audience.
From cold January resets to March glow-ups, Whind proved that brilliant storytelling and creator consistency can keep one product glowing long after the first click.
