reVive Light Therapy™ - How sisterhood sparked skincare buzz.
Overview
Each August, Bama Rush dominates TikTok, turning sorority recruitment at the University of Alabama into a viral cultural phenomenon. In August 2023 alone, hashtags like #BamaRush, #BamaRushTok, and #RushTok reached over 104 million people. We sought to authentically insert reVive Light Therapy™, our light therapy skincare client, into this cultural moment to build Gen Z awareness and drive measurable business results.
The Idea
We launched Glow On, Sister, a campaign designed to seamlessly match RushTok’s humor, energy, and aesthetic. Out of this umbrella, we created RushLux—a multi-channel activation that included hand-delivered light therapy skincare kits to sorority houses, cheeky sisterhood-inspired messaging, and outdoor boards and on-campus visibility. These efforts introduced the reVive Light Therapy™ Lux Collection’s bestselling devices to an entirely new audience, driving both awareness and engagement. The campaign spanned TikTok, Instagram, email, and Snapchat, combining creator-style content, gifted products with on-site education and activation, and playful promo codes to drive both engagement and conversion.
The Results
By capitalizing on Bama Rush at its cultural peak, Glow On, Sister transformed reVive Light Therapy™ into a brand that felt relevant and aspirational to a new generation. The campaign proved that when cultural timing meets platform-native creative, you don’t just earn attention—you drive lasting growth.
- 10 million cumulative total impressions
- 4 million cumulative total reach
- 143k cumulative total engagements
- 45.1% increase in new website users
- 999%+ increase in TikTok views
- 3.2 million new viewers on TikTok
- 1.14 million Instagram views (98% from non-followers)
- 211% increase in reVive Light Therapy™ Amazon sales
