The Rhode Lip Case campaign exemplifies how blending functionality with trend-driven marketing can lead to massive success, particularly when leveraging user-generated content (UGC) and influencer impact. Launched in February 2024, the Rhode Lip Case became an instant hit, thanks to its sleek design that integrates the brand’s popular Peptide Lip Treatment with a phone case. This product not only solved a practical problem—keeping lip balm easily accessible—but also became a fashionable accessory that resonated with Gen Z’s love for minimalism and mirror selfies.

Creating UGC Buzz 

Rhode Skin’s strategy utilized UGC to its full potential. The Lip Case became a central figure in mirror selfies and Instagram stories, turning regular users into brand ambassadors. Every selfie taken with the Lip Case acted as free advertising, creating organic exposure for the product. The brand strategically teased the product with sneak peeks from founder Hailey Bieber, who casually introduced it during the Super Bowl, generating massive free publicity without formal ads. This tactic made the Lip Case a coveted accessory, encouraging users to share their experiences on social media.

The UGC strategy was further amplified by organic discussions on TikTok and Instagram, where users showcased the Lip Case daily. This created a strong sense of community and loyalty around the brand, as consumers felt personally connected to the product. Rhode Skin capitalized on this community-driven marketing approach, allowing the brand to dominate social media while keeping formal advertising costs minimal.

The Secret behind Rhode’s Strategy

The Rhode Skin Lip Case campaign stands out for two primary reasons: a deep understanding of the audience’s social media habits and the creation of an exclusive, functional design that addresses a specific customer need.

Rhode Skin clearly understood its core audience—mainly Gen Z and Millennials—and how they engage with social media. By leveraging platforms like Instagram and TikTok, where users frequently post mirror selfies and lifestyle content, the brand made the lip case more than just a product. It became a social accessory, seamlessly integrating into users’ personal content. This approach encouraged organic user-generated content (UGC), turning everyday consumers into brand ambassadors. Rhode Skin knew that its audience craved authenticity, and by allowing them to showcase the lip case naturally, it created a viral moment that drove massive engagement and awareness.

The other key reason for the campaign’s success was the creation of a unique design that solved a real consumer problem. The lip case combined the popular Peptide Lip Treatment with a sleek, fashionable phone accessory, appealing to both form and function. For many consumers, keeping lip balm accessible is a daily need, and the innovative design of integrating it into a phone case filled this gap. The product not only catered to the aesthetic preferences of a fashion-conscious audience but also provided a practical solution. This combination of exclusivity and functionality made the lip case a must-have item, driving demand and quickly selling out.

Significant Results from the Campaign

Rhode Skin Lip Case campaign achieved remarkable success due to its innovative marketing approach and product design. The initial social media engagement was overwhelming, particularly on platforms like Instagram and TikTok. After Hailey Bieber – brand founder and influencer, teased the product, her Instagram post attracted thousands of comments within days. On TikTok, the buzz grew even more, with a viral post receiving over 85,000 likes. This surge in social engagement set the stage for the product’s success by building anticipation organically.

Once the Lip Case officially launched in late February 2024, it quickly sold out, with demand outpacing supply. Waitlists filled up rapidly, demonstrating the effectiveness of the pre-launch hype generated through social media. The high demand showed that the viral social buzz, driven by UGC and influencer marketing, successfully converted interest into sales.

In addition to this sell-out success, the Lip Case also contributed to an increase in average order value (AOV). Rhode Skin encouraged customers to purchase multiple shades and increase cart sizes by integrating the Peptide Lip Treatment into the Lip Case. This strategy made the Lip Case a desirable accessory and boosted repeat purchases of the brand’s popular lip treatment, further driving sales growth. Rhode Skin’s campaign delivered significant results across multiple metrics through strong social media engagement, heightened product demand, and increased customer spending.

Campaign Review

Rhode Skin’s Lip Case campaign demonstrates the power of blending functional product design with UGC-driven marketing. By leveraging social media to its fullest potential, creating a sense of exclusivity, and encouraging organic promotion through everyday users, the brand sold out its product strengthened its community and drove significant revenue growth. This campaign highlights the importance of innovative, user-focused strategies in modern marketing, particularly in the beauty and fashion industries.