The question nobody asked 

Every other brand was making acne campaigns. Most were even trying to personalise them. But nobody was actually delivering on it. INKEY had built something different. Six million people had used their skin tools, two million had acne as their top concern, and they'd just launched an AI skin analyzer that could build a genuinely unique routine for every single person. No generic advice. No one size fits all. Actually personal. 

The question was how to build a campaign that made people feel that difference rather than just telling them about it. 

Why anyone should care 

Because acne affects 90% of people but 69% are confused about how to treat it. Not because the solutions don't exist. Because nobody had connected the dots between the concern, the knowledge and the right product for that specific person. INKEY could. We just needed to show it. 

What we did 

Built a platform not a single message. Real acne journeys from founder, influencer, customer and community so people could find themselves in the story. NYC subway takeover. YouTube Masthead first. Macro talent partnership. Mirco talent stories. US & UK eventing. Masterclasses with Candice Braithwaite. Concern-specific influencer series. Before and afters. Every touchpoint driving back to the personal tools. 

What happened 

100 million+ paid media impressions. YouTube above benchmark brand lift. 200+ press mentions.