We created a social-first campaign targeting GenZ and Millennial women with in-feed posts, reels, and stories featuring real experiences with Juvéderm lip filler. Each piece of content created awareness, consideration or conversion to get Juvéderm Lips, aiming to engage and convert new consumers to the brand amid a competitive dermal filler landscape. Social content ran across Instagram, Facebook and Snapchat. The campaign also included, OLV, display and sweepstakes content to provide further enticement and education around lip filler. The design of this campaign became a benchmark for new indications on social channels moving forward and helped to define the visual identity of the master brand.