Replenish Content Amplified: Social Media Trends as Performance Boosters

Background and Challenge

Authentic Beauty Concept had appealing, high-quality assets ready for the Replenish product relaunch campaign. In addition to visual impact, the focus was also on significantly increasing the view rate in order to raise brand awareness and engagement to a new level. Today's users recognize advertising at first glance – and are highly likely to stop watching their videos. What counts, therefore, is content that feels authentic and organic. This is exactly where our brand communication should start in order to be truly successful.

Approach and Realization

The team launched with a standard reel: a model applying the product to her hair. A relevant application example, but not yet compelling enough in terms of narrative: the view rate sat at 2.57%. Then came the turning point. The asset stayed the same, but one small adjustment changed everything: the team tied it to "The Butterfly Effect," a social media trend going viral that very week. A short text overlay using Instagram's native font was all it took – suddenly, the video blended seamlessly into users' feeds. It no longer felt like an ad. It felt like real content.

Results

The numbers spoke volumes: the view rate skyrocketed from 2.57% to an impressive 39.81% – more than a fifteenfold increase. A minimal change, maximum impact. The takeaway was clear: trends aren't just for organic content – they're essential in paid advertising too. When ads visually merge with organic content, they're no longer intrusive. They're welcomed. The message lands precisely – fresh, relatable, and relevant.

The creative content was provided by Authentic Beauty Concept. Our responsibility was to place and optimize this content.