Bare
Minimum.
Client
Year
Sector
Service
4.2M
organic views in launch week
31k
community members applied to be cast
+46%
serum sales in the launch month
The challenge
Vela's serum works, and its customers say so in long, honest reviews. Its advertising looked like everyone else's: smooth skin, soft light, nobody you knew. Vela wanted to launch in Sweden and Germany without losing the trust it had built at home.
Community casting
40 customer portraits
The idea
Cast the campaign from the reviews. If Vela's customers are its best argument, they should be the faces, unretouched, with their skin as it is on a normal Tuesday. Bare Minimum: the least we could do was show it honestly.
What we made.
An open casting call in the Vela community that drew 31,000 applications. Forty customers filmed at home and in the studio, no retouching, every frame signed off by the person in it. A weekly creator series in three languages and a 20-second film for social and retail screens.
Community casting
40 customer portraits
Weekly creator series
20s film
Retail screens
Made for the feed.
Cut vertical first, for the platforms where this audience actually gets watched.
4.2M
organic views in launch week
The result
4.2 million organic views in launch week and 46% more serum sold in the launch month. Sweden became Vela's second market within the year, and the casting call is now an annual programme.
“Ardor treats creators like a cast, not a media line. Our community grew because the content was worth keeping.”
Brand director, Vela Skin
