RoC Skincare: Firming Stick Canadian Launch

OBJECTIVE

Introduce the RoC Firming Stick to the Canadian market by driving awareness, product education, and excitement through an integrated media, influencer, and paid strategy.

APPROACH

To launch the RoC Firming Stick in Canada, we executed an integrated, multi-channel strategy designed to drive awareness, education, and scale. The campaign kicked off with an exclusive media luncheon featuring RoC’s R&D team, providing editors with early access and in-depth product education to establish credibility. This was supported by a national seeding program reaching 75 influencers, key opinion leaders, and dermatologists, generating authentic trial and expert-led conversation.

To amplify impact, we activated a paid influencer program with six creators delivering high-quality, benefit-driven content across social platforms, while a robust traditional media relations strategy secured national online, print, and broadcast coverage. Paid media and strategic television integrations further extended reach, driving mass awareness and reinforcing RoC’s presence in the Canadian market.