Rituals
|
Spain
The BeReal campaign that made Rituals’ Karma Sunscreen #1 top of mind.
Awareness
In-feed
🧠
Ad Recall
💜
Brand Awareness
👀
Impressions
THE BRIEF
Awareness for their key target audience
Rituals aimed to increase awareness of its Karma Sunscreen range among women aged 21–31 in Spain during the summer season, using native BeReal creative to reach and engage its target audience.
THE STRATEGY
Native creatives for the win
The strategy focused on native, engaging creative designed to capture attention and encourage interaction. By leveraging BeReal’s In-Feed format, Rituals could place Karma Sunscreen naturally within the content experience, creating a more seamless connection with its target audience.
Native video proved particularly effective, outperforming the beauty category benchmark by more than 35% on CTR. This approach combined strong reach with meaningful engagement, while the campaign’s Brand Lift Study helped measure its impact beyond media performance.
THE OUTCOME
From third to first top-of-mind brand for the target audience.
The campaign generated 3.5M impressions, reached 150K users and drove 13K clicks, delivering a 7.46% Unique CTR. Beyond engagement, the campaign had a strong impact on brand perceptions, with Ad Recall increasing by +33 points and Brand Awareness by +4 points.
Most notably, the campaign helped move Rituals’ Karma Sunscreen from the third most recognised sunscreen brand before launch to the most recognised afterwards among its target audience, demonstrating the ability of native BeReal creative to drive both engagement and awareness.
