Soft Launch
A young skincare brand had a great serum and almost no presence on TikTok. Their content was polished product shots that the algorithm politely ignored.
They needed a format, not a campaign: something that could run every week, feel personal and still sell.
We created Soft Launch, a weekly series filmed in golden hour light with real people and their real routines. No filters on skin, ever. Text hooks in the first second, voice notes instead of voiceovers.
Each episode follows the same structure: one person, one problem, one product, one honest result after 14 days. We batch-film a month of episodes in two days and edit natively in the app.
Comments became the brief for the next episode, so the audience literally writes the content calendar.
The account grew from 2,000 to 86,000 followers in five months, and the series averages 310,000 views per episode.
Soft Launch is now the brand’s main acquisition channel, and episode seven still drives sales from TikTok search.
