Relevant Cosmetics came to us back in May and presented a repositioning developed by Gotcha. The goal was to create a focus on the functional elements of body care and target the growing active segment, who greatly experience the need for long-term body care that improves the skin's microbiome. 

In line with this, they needed a complete rethink of their brand universe and the stories that make it up. Specifically, they were going through a re-branding and needed completely new material for their website, paid social media and branded content. They wanted a visual universe that spoke directly to the target audience and stories that the target audience could relate to. 

We chose to base the universe on people and activities within the target group. The important thing here was to have a broad reach within the target group and make sure it didn't become too elitist. It's important that you can see yourself in Relevant no matter how you define an active lifestyle, so it was important to show that Relevant is for the surfer, the yoga lover and the mountain biker. 

Therefore, we spent a whole day with the products and three models in the beautiful nature of Silkeborg, where we built it all around creating cohesion between the models (the target group), the activities (the target group's interest) and the products. All with the aim of creating a need in the target group based on their interest. Out of this came the entire basic universe and three SoMe ads based on the different personas so that they could be further focused in their targeting. 

To get deeper into the story and to create an impression that sticks with the target audience, we simultaneously launched a new branded content track. The campaign, called #GETRELEVANT, is based on honest stories from the target audience and plays on the duality between the brand and "being relevant". The first episode in the series is made with influencer Josephine Lydolph and is targeted at digital engagement.