WELEDA'S CREATOR-LED LAUNCH
When Weleda introduced the Booster Serum Drops in the Netherlands and Belgium, the goal was bigger than product awareness. As a pioneer in natural skincare, Weleda has always believed in the power of plants and science working together. Now the challenge was to bring that heritage to Gen Z, a generation that discovers skincare through creators, follows routines on TikTok and buys directly through social.
To reach them, Weleda needed a launch that felt human, real and emotionally relevant. Not a campaign that speaks at Gen Z, but one that lives inside their culture.
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Drop everything if...
Gen Z follows people, not brands.
They trust transparency, simplicity and creators who show real routines in real spaces. They value skincare that fits into their lifestyle: minimal, honest and rooted in both nature and science.
To connect with them, the Booster Serum Drops had to appear in their daily rituals, not in a polished, scripted setting.
The entire campaign centered around one line:
“Drop everything if…”
Creators finished that sentence in their own voice.
Some shared morning rituals. Others showed pre-bed resets. Some leaned into humor. Others into softness.
By placing the Booster Serum Drops inside these moments, the product became something you use when life pauses for a second.
Creators filmed in their own bedrooms, bathrooms and living rooms, often in natural light.
It felt intimate, unfiltered and deeply relatable.
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Start small, grow big
We used an inverted creator strategy.
Micro and nano creators launched the campaign, bringing authenticity, warmth and credibility. Their strongest videos were boosted through Spark Ads to reach a broader audience without losing their native feel.
Once the cultural momentum was there, mid-tier and macro creators scaled the story. Their visibility reinforced trust and helped Weleda reach a wider, older Gen Z segment.
The rollout felt natural, rhythmic and community-led. This campaign succeeded because it lived by the rules of Gen Z content:
Authenticity: creators shared honest moments with minimal glam.
Storytelling over product focus: the Booster Serum Drops appeared naturally in routines, never as forced product shots.
Strong hooks: each video opened with a moment that made viewers stop scrolling.
Natural creativity: spontaneous, relatable content outperformed anything more polished.
The campaign became a series of personal micro-stories that reflected how real people care for their skin.
the impact
The strategy worked.
Weleda became part of Gen Z’s routines, conversations and For You Pages. Key results include:
- Over 5.7 million impressions
- A strong 6.5 percent engagement rate
- 942 positive comments out of 955 total
Creators built emotional relevance, Spark Ads scaled the strongest stories and the inverted tier strategy generated efficient awareness and high-quality engagement.
WHAT'S IN IT FOR THE MARKETER?
By letting creators lead with their own stories and by translating Weleda’s natural, science-based identity into a social-first ritual, we created a launch that felt modern, human and meaningful.
The Booster Serum Drops did not simply enter a category. They entered people’s lives.
