SOCIAL BRAND STRATEGY CASE STUDY: 5TH DIMENSION SKINCARE
OBJECTIVE
After six months of collaborating with 5th Dimension, through ALX, I was tasked with developing a comprehensive social brand strategy to strengthen the brand's digital presence, increase awareness, and establish a more intentional and consistent content direction.
KEY FINDINGS
Consumers lacked a clear understanding of the products and their benefits.
The content strategy relied heavily on static graphics, with minimal lifestyle or user-focused content to foster authenticity and engagement
THE SOLUTION
I developed a strategic framework centered on education, audience alignment, and authentic storytelling. While creator-led UGC is highly effective in the skincare industry for building consumer trust, budget constraints made those partnerships unfeasible. In response, I developed a content strategy that relied on educational storytelling, lifestyle content, and collaborated with a copywriter to create strategic messaging that communicated product benefits and strengthened the brand's digital presence. To further increase brand awareness and engagement, the strategy also included an interactive giveaway campaign designed to expand reach, attract new followers, and drive community participation.
FOCUSES
Brand Strategy · Content Pillars · Social · Content · Email Marketing · Adobe Suite · Canva · Klayvio
THE CONTENT PILLARS
Brand Foundation
Share the story behind 5th Dimension through founder-led content that builds authenticity and introduces the brand's mission and values.
Education
Educate consumers through myth-busting content, product spotlights, and ingredient education that clearly communicates product benefits.
Ritual
Inspire intentional self-care by showing how 5th Dimension products can be incorporated into mindful daily wellness rituals.
Moon Cycles & Astrology
Reinforce the brand's celestial identity by connecting skincare routines to moon cycles, astrology, and intentional living while maintaining a balance between lifestyle storytelling and product education.
Product Launches, Sales, & Events
Promote new product releases, sales, and pop-up events to keep the community informed and engaged with the brand.
Aesthetic
Showcase the brand's minimalist aesthetic through elevated imagery and lifestyle content that reinforces its visual identity and creates an aspirational brand experience.
ENGAGEMENT INCREASED 216%
Following the launch of the new content strategy on February 17 until the end of March, average engagement (likes and comments) increased by 216%, with average likes increasing by 210% and comments by 356%. By shifting to educational, lifestyle, and brand-driven content, the strategy generated stronger audience engagement and a more consistent social presence.
IMPROVED BRAND RECOGNITION
The strategy established a more cohesive and recognizable brand presence by aligning content with 5th Dimension's mission, visual identity, and target audience. Through clearly defined content pillars and consistent messaging, the brand shifted from a collection of standalone posts to a unified social presence that more effectively communicated its values, educated consumers, and fostered stronger connections with its community.
PROFESSIONAL GROWTH
This project marked my first opportunity to lead a comprehensive brand strategy while completing my undergraduate degree. Taking ownership of the strategy, content planning, and creative execution strengthened my ability to translate business objectives into a cohesive brand experience for a real-world client.
While social media served as the primary awareness channel, email marketing remained the brand's primary driver of sales. To support the social strategy, I developed complementary email campaigns that reinforced key messaging, promoted new product launches and promotions, and guided consumers further down the purchase journey through consistent, cross-channel communication.
BONUS ASSETS: PRODUCT INFORMATION CARDS
To enhance the post-purchase experience, I created branded product information cards featuring key ingredients, product benefits, and suggested use. These inserts were designed to educate consumers, reinforce brand trust, and create a more intentional, premium unboxing experience while encouraging proper product usage and long-term customer loyalty.
PROJECT CREDITS
Client
5th Dimension Skincare
Creative Agency
ALX
Creative Director
Angela Ryan
Account Director
Kanaka Pandit
Photography
Catherine Melotik, Katie Scaffidi, Alexandra Frumberg
Marketing Designer
Katie Scaffidi
Social Strategist
Katie Scaffidi
Videographer
Bevy Rutledge
Founder
Alexandra Frumberg