Campus Ambassador · FMCG / Skincare
Selected as 1 of 20 campus ambassadors for Kiehl's 3rd cohort in Taiwan, I represented the brand across an 8-month campaign cycle (April - December 2024). The brief: translate monthly product campaigns into platform-native content that resonated with Gen Z skincare consumers on Instagram.
THE OBJECTIVE
Translated brand-assigned product campaigns into engaging, platform-native Reels for an 18-29 audience - Diversified content formats to keep engagement fresh across frequent product cycles: street interviews, product reviews, lifestyle integrations, and seasonal campaigns.
Balanced Kiehl's brand identity with authentic personal voice to maintain audience trust and credibility.
Used Instagram Insights to track performance and inform iterative content adjustments throughout the campaign.
THE CHALLENGE & APPROACH
Top performing reel reached 11,914 views across Instagram and Facebook — driven by street interview format
Content consistently reached non-followers at up to 51.2%, demonstrating organic discovery beyond existing audience
RESULTS & IMPACT