Latest Work 4
Chantelle
TikTok + Campaign
INSIGHTChantelle, the Parisian lingerie brand, was looking to reposition their matronly, lace Rive Gauche bra for a new generation of American customers. The brand looked to PRZM for a creative communications strategy that would spark online brand chatter while reshaping brand perceptions.
APPROACHPRZM crafted a native social-first concept that proved the incredible fit and worthy investment of a well-designed, iconic Chantelle Rive Gauche bra. To authentically bring it to life, we collaborated with existing Chantelle super fans with a deep appreciation for the brand and product. Creators showcased diverse body types and chest sizes, highlighting the transformative before-and-after effect of the Chantelle Rive Gauche bra while relating to the next generation of shoppers.
IMPACTChantelle's first TikTok campaign with PRZM, which won a Webby award for best content, generated viral brand chatter and organic views within their target American audience. Despite the competitive holiday season, this organic campaign boosted site traffic by 140% and increased conversions by 40% for Chantelle. It also attracted thousands of new followers and achieved over 42,000 shares and saves, all organically and without paid advertising. This success underscores the impact of strategic creative thinking and meticulous execution for an evolving heritage brand.
Netflix Queue
Social Media + Production
BRIEFNetflix Queue, Netlix's premium digital and print publication, rolled out their new Instagram and TikTok accounts, and needed agency support to take it to the next level - leading overall strategy, concept development, and creative production.
APPROACHFor Netflix Queue, PRZM is reimagining social media as a tool to enhance the storytelling around prestige media, entertainment, and overall state of journalism. PRZM develops entertaining social-first content to promote the broader publication, producing ongoing content that expands upon the stories and perspectives of Netflix's latest series and films — adapting and reconceiving them through a social-first, behind-the-scenes, and talent-driven lens.
IMPACTPRZM's inaugural short-form video production for Netflix Queue quickly surpassed 1 million views. Under our guidance, Netflix Queue has achieved over 8 million views across TikTok and Instagram, attracted more than 60,000 new followers, and garnered over 3 million organic engagements.
Proactiv
Brand Campaign
INSIGHTThe era of “before-and-after” success stories that follow a one-size-fits-all approach are passe. When it comes to skincare, Gen Z value progress over perfection. They’re swapping dermatologist-only wisdom for peer insights and authentic experiences. Let’s take the “pro” from problem and make the customer the main character of their skincare saga while celebrating Proactiv’s own brand journey.
BRIEFSince 1995, Proactiv has been at the forefront of trusted, effective, and science-backed skincare solutions. But the landscape of skincare has changed — and it was time for “America’s #1 Clear Skin Routine” to embrace the new school of acne, while continuing to nurture a connection with customers who have been with the brand from day one. PRZM was tasked with developing a holistic brand marketing campaign including broadcast, social-first content, messaging, and photography.
APPROACHPRZM created and launched an ambitious 360° brand marketing campaign that boldly re-introduced the iconic skincare brand to a new generation, while reengaging its core customer through nostalgia and brand heritage. The “On My Pro Journey” campaign centers the consumer as the hero of their own skincare journey — encouraging audiences to celebrate progress, not perfection. From a broadcast spot tracing a Proactiv journey from the 1990s through present day, to a series of social-first native videos showcasing real, unfiltered skin – the campaign is destined to inspire a sense of confidence and playfulness while building on the brand’s heritage and clinical expertise.
IMPACT In order to understand next gen beauty and bodycare trends, Flamingo/Harry's asked PRZM to create a presentation outlining the key ways Gen Z is changing the landscape of the self-care space. We created a customized presentation combining multi-media research across platforms including TikTok, Instagram, and Youtube, to identify key recommendations for their next engagement strategy. As a result of our work, Flamingo launched their "Bush 2020 campaign," which embraced the "grow-choice movement" and body inclusivity that we identified in our 20+ page report
American Ballet Theatre
TikTok
CONTEXTThe internationally renowned American Ballet Theatre cancelled their 2020 and 2021 seasons in New York City due to the pandemic. Moving off stage, the company was looking for a digital-first approach to engage audiences while attracting the next generation of young ticket holders and patrons.
APPROACHAmerican Ballet Theatre partnered with PRZM to launch their official ABT TikTok channel in 2020 – attracting a younger generation without compromising its rich history, values or dance standards. PRZM strategized, produced and posted viral content centered around in-house dancers as familiar personalities-turned-Influencers. Pioneering this new digital space, PRZM hosted a TikTok 101 Masterclass for ABT principal dancers and its marketing team to teach key tactics and creative strategies for growth and engagement on the platform.
IMPACTGrowing the account organically from zero to 600K+ followers, TikTok is now recognized as ABT’s leading social media platform with consistently high engagement and views. Our work with ABT has been featured on Vogue.com and garnered the attention of the next generation of ticket holders, dancers and fans alike. Additionally, as part of TikTok's #GivingSZN campaign, PRZM facilitated a special partnership with TikTok on behalf of ABT, bringing in $25K+ in donations to the non-profit organization and millions of views.