2 Week Mini Campaign — Sun Bum
About
Founded in 2010, Sun Bum started creating products that would protect customers from the sun while keeping our planet healthy. They are based out of two small offices: one in Cocoa Beach, Florida and the other in Encinitas, California. Sun Bum made a pact to abide by the Hawaii Act 104 Reef Compliant with every product they create. This means there are no ingredients that are harmful to the coral reefs or ocean life in any Sun Bum product. In the past year, Sun Bum has released an abundance of products in their new skin care line. They have also expanded their sun care collection and developed a line of sunscreens specifically for babies, called Baby Bum. Sun Bum is a family friendly, clean ingredient, environmentally conscious brand that wants to spread good vibes with every product they sell.
Purpose
This campaign is aimed to increase brand awareness and drive consumer engagement up on social platforms. The goal is to inform potential buyers of Sun Bum’s mission and the reason they create the products and atmosphere that they do.
Project Mission Statement: Our campaign will increase consumer understanding and interest in the brand by driving engagement to our social media accounts. Informing potential consumers of the rebranding and benefits of frequenting this product.
SMART Goal: Our micro campaign aims to increase social media presence and gaining a 20% increase in consumer engagement by creating TikToks that inform and attract consumers by the 20th of September.
Plan
Produce
Informative Posts: Consumers need to know the facts about products they are investing in. Sun Bum has a great story and an even better purpose for why they create the products they do. This post needs to relay information to potential buyers so they know Sun Bum’s why. With a market as large as sunscreen and skin care, for a brand to stand out, they need to advertise what differentiates them from other companies. For Sun Bum, this is their compliance with Hawaii Act 104 — a push to convert the world to reef compliant sunscreen and skin products. Posting about the ingredients of their products and more specifically, the ingredients NOT in their products, the sustainable, environmentally friendly consumer might be more likely to purchase these products over other big sunscreen brands.
Customer Testimonies: Hearing from real, paying customers can be powerful. As a buyer, I am always looking for reviews before purchasing a product for multiple reasons. For one, it ensures the company is legit and safe. Secondly, it helps me know the real outcome of each product before I buy it and if it truly has positive results or not. These are reviews pulled directly from the Sun Bum website and could be very beneficial to somehow display on their Instagram.
Reels, TikToks, and Instagram Stories: These posts could range from anything like a day in the life of a Sun Bum frequenter to a “product thirst trap” where it is all about showing off the product and packaging. Really the purpose of these posts is to drive engagement to Sun Bum’s social platforms where they then will have access to more informative content on what Sun Bum is all about.
Promote
Sun Bum’s target audience is primarily Gen Z. Their brand focuses on sustainability, being good to the planet, and using clean ingredients. Well, that is right up most Gen Z consumers’ alley. Eco-friendly products and companies are gaining more and more popularity with the younger generation and often times, college aged/young adult shoppers will simply not purchase from an unecological company or will not frequent a non-sustainable establishment. With that being said, Gen Z is easiest reached on TikTok and Instagram with is why those are the platforms Sun Bum will focus this mini campaign on. TikTok will draw in new viewers and Instagram will both inform as well as build their aesthetic to captivate their target audience.
Results
With the use of both Instagram and TikTok as our primary promotion platforms, it will be fairly simple to track results using the in-app analytics software. Using the Instagram business account feature, tracking engagement with every post is easy. We will be able to see what posts work and drive engagement higher than other leading us to be able to forecast for future posts. TikTok has a similar data tracking system, with each video we will be able to see consumer engagement and how viewers interact with every post. This will allow us to develop a “style” on the platform which will drive engagement even higher and attract the target audience we are aiming for.
References
Statista Chart — • U.S. Gen Z users of selected social platforms 2025 | Statista
Customer Testimonies — Sunscreen Lotion SPF 30, Original | Sun Bum
Hawaii Act 104 Reef Compliant — Sun Bum & Hawaii’s Sunscreen Guidelines | Sun Bum
Sun Bum About — About Us | Cruelty Free Sunscreen, Hair Care & Lip Balm | Sun Bum
