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The Rhode Effect
A TikTok video campaign exploring the relationship between promotional culture and the viral beauty brand, Rhode.
Date
August 2024
Course & Location
Social Media Communication, the University of Queensland
Skill Highlights
Video Production, Audience Targeting, Strategic Communication, Trend Analysis, Research, Critical Thinking
For the Social Media Communication course, I developed a thought-leadership-style video campaign for TikTok, focusing on the impact of promotional culture. As a case study, I chose to highlight the viral beauty and skincare brand Rhode, founded by Hailey Bieber. The brand has become a prominent example of promotional culture, with its success largely driven by social media influence and strategic marketing.
The video I developed, titled The Rhode Effect, is presented below. It is accompanied by a report outlining the strategic planning behind its creation, detailing the objectives, target audience, tactics, and goals.
The Rhode Effect video campaign.
The strategic planning report.
I gained extensive knowledge about creating social media campaigns and was grateful to receive a High Distinction for this project. My tutors noted, "Your video is fantastic, utilizing theory to create a nuanced analysis of Hayley's brand in the sphere of promotional culture. The visual and audio assets match the platform affordances of TikTok really well. Nice work!"