Jelly Dreams with Rhode
A playful gloss on Rhode Skin
Jelly Dreams
Mock Campaign Pitch Deck
“Jelly Dreams” reimagines Rhode Skin through a candy-coated lens, turning jelly beans into the ultimate symbol of gloss, indulgence, and play. This campaign blurs the line between beauty and confection, pairing Rhode’s signature clean minimalism with bold, editorial visuals that feel both nostalgic and elevated.
Objectives
The objective is to create a seasonal brand moment that expands Rhode’s cultural presence while staying true to its DNA: fresh, authentic, and instantly recognizable. By anchoring the campaign in a playful candy motif, Rhode unlocks creative opportunities for influencer PR drops, limited-edition send-outs styled like luxe candy boxes, and interactive content designed for social virality. The result is a cohesive, highly shareable identity that drives engagement, strengthens emotional connection, and cements Rhode as a beauty brand that can be both sweet and sleek.
Research Plan (how we’ll validate)
Social listening & search demand: Track TikTok/IG mentions for “Rhode,” “jelly,” “gloss,” “pink,” “PR box,” and competitor terms; map spikes to content types and formats.
Creator cohort test: Seed micro-creators (5–50k) vs. mid/mega to compare EMV, save rate, CTR to PDP, and comment sentiment.
PR box A/B: Standard kit vs. “luxe candy box” concept; measure unboxing creation rate, average view duration, and attributed sales.
Landing test: Jelly Dream takeover vs. control; compare PDP add-to-cart and scroll depth; add short product videos to validate lift.
Key Insights (with figures)
Rhode is primed for social-first bursts. The brand just posted $212M in sales (12 months to Mar 31, 2025) and was acquired by e.l.f. for $1B, signaling strong demand and runway for cultural campaigns. Reuters+1
Micro-influencers drive volume for Rhode. In 2024/25, ≈62% of IG activations and 65% of TikTok mentions for @rhode came from micro creators, perfect for scalable PR drops and UGC unboxings. Kolsquare
TikTok to beauty conversion is real. TikTok Shop helped fuel a 22% rise in beauty sales via social in 2024; 83% of shoppers discover new products on TikTok Shop. Euromonitor+1
Unboxing content moves product. Consumers trust unboxings like personal recs (≈80%); 52% have purchased after an unboxing; avg conversion ≈20% for e-com exposed to unboxing videos. ZipDo
Nostalgia boosts intent. Recent studies find nostalgia marketing significantly increases purchase intention and loyalty; editor roundups report up to 75% are more likely to buy when ads evoke nostalgia. Granthaalayah Publication+1
Why This Works
Nostalgia with polish. Jelly beans deliver a playful, 90s-adjacent nostalgia cue while Rhode’s minimal art direction keeps it prestige, aligning with research that nostalgia elevates purchase intent and loyalty without cheapening the brand. Expect higher save/share rates on pink, candy-coded visuals. Granthaalayah Publication+1
Social discovery fit. The candy-box PR kit is designed for hands-on unboxing (macro textures, ASMR pour/scoop moments), engineered for TikTok where beauty is a top discovery category, supporting product discovery (83%) and social-driven sales growth. Newsroom | TikTok+1
Creator-lifted at scale. Jelly Dream’s modular assets (flat-lay beans, squeeze shots, “glaze” close-ups) slot neatly into micro-creator packs, mirroring Rhode’s micro-led momentum to compound reach with authentic content. Kolsquare
Suggested KPIs
Social: save rate ≥ 8%, share rate ≥ 3%, creator UGC output: ≥ 1.5 posts/PR kit.
Site: PDP video view-through ≥ 35%, ATC uplift ≥ +10% vs. control, conversion +5–10%.
Commerce: TikTok Shop click-through ≥ 2.5%, unboxing-attributed sales conversion near 20% benchmark.
By transforming the simple jelly bean into a symbol of gloss, play, and nostalgia, Rhode Skin steps into a cultural sweet spot where beauty feels both collectible and craveable.