Barrier first skincare brand BYOMA is stepping onto television for the first time with “The BYOMA Shorttime Show,” a playful, culture led campaign airing around the Big Game to launch its new Bio Collagen Radiance Facial Mask. The largely digital campaign will culminate in a regional TV spot in Seattle, Washington, marking BYOMA’s official TV debut and a new era of mass visibility for the 2022 founded brand.
Turning a Viral Height Controversy Into a Skincare Moment
The creative spark for The BYOMA Shorttime Show comes from a recent viral controversy: a casting call for on field performers at a major halftime show that specified a “5’7″ to 6’0” height range. That moment ignited a wave of online debate about who gets to be “seen,” which BYOMA has flipped into a celebration of everyone who has ever been told they are “too short.”
That insight became the foundation of The…
BYOMA Shorttime Show, a campaign that reframes ‘too short’ as a strength and turns cultural exclusion into confidence, the brand explains in the release.
The hero of the spot, BYOMA’s Bio Collagen Radiance Facial Mask, promises clinically proven glass skin in just 20 minutes, no waiting, no gatekeeping, and definitely no height requirements.
A Digital First Big Game Play Rather than buying into the national broadcast frenzy, BYOMA is treating the Big Game as a cultural tentpole while staying true to its digital native roots.
The campaign rolled out in phases, “beginning with teaser drops across BYOMA’s channels and talent channels in late January, with the full campaign going live on February 6.” The full media plan includes: A digital first hero ad across BYOMA’s owned platforms, amplified on YouTube Strategic creator led amplification on TikTok…
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