MATCHA BOOST EYE SERUM PRODUCT LAUNCH
Campaign Overview
The launch of DAMDAM Tokyo’s Matcha Boost Eye Serum was designed not only to generate awareness but also to tell a deeper story about ingredient quality, Japanese heritage, and craftsmanship. DAMDAM sources its matcha from regenerative farms in Uji, Japan, a region known for producing the highest quality matcha. This foundation shaped the campaign narrative, highlighting both the cultural significance of matcha and its functional role in skincare.
Scope of Work
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Directed cross-platform content strategy across TikTok, Instagram, and YouTube
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Built and maintained a detailed campaign calendar with teaser, seeding, and launch phases
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Managed UGC sourcing, creator briefings, and coordination for authentic storytelling
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Oversaw creative production that combined DAMDAM’s modern aesthetic with Japanese tradition
Strategy and Execution
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Teaser Phase: Released matcha-inspired visuals, blurred product shots, and behind-the-scenes content to spark intrigue and connect the serum to its Japanese roots.
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Influencer Seeding: Partnered with select creators to share authentic unboxings and reviews, building trust while expanding reach.
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UGC and Community: Activated creators and community members to showcase how the serum fit into everyday rituals, reinforcing authenticity and relatability.
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Launch Week Content: Shared a mix of flatlays, texture and application videos, and educational posts that highlighted product benefits while telling the story of Uji-sourced matcha and DAMDAM’s commitment to regenerative farming.
