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abby.mick@lewiscommunications.com
Each August, Bama Rush dominates TikTok, turning sorority recruitment at the University of Alabama into a viral cultural phenomenon. In August 2023 alone, hashtags like #BamaRush, #BamaRushTok, and #RushTok reached over 104 million people. We sought to authentically insert reVive Light Therapy™, our light therapy skincare client, into this cultural moment to build Gen Z awareness and drive measurable business results.
We created RushLux—a multi-channel activation that included hand-delivered light therapy skincare kits to sorority houses, cheeky sisterhood-inspired messaging, and outdoor boards and on-campus visibility. These efforts introduced the reVive Light Therapy™ Lux Collection’s bestselling devices to an entirely new audience, driving both awareness and engagement.
The campaign was executed as an integrated, omnichannel program anchored in experiential product seeding and amplified through paid and owned media.
At its core, curated gift kits featuring entry-level Lux Collection products—including Lux Glo, Lux Lip Care, Lux Spot Treatment, and select devices—were distributed to Rush participants. These kits were designed to encourage immediate use and sharing, aligning with the event's fast-paced, content-driven nature.
Experiential elements included:
On-campus tabling and brand interactions
In-person product education and demonstrations
Strategic influencer participation to extend reach and credibility
This was supported by a broader media ecosystem:
Paid Media:
Influencer partnerships, including Kylan Darnell
Paid social across Meta, Snapchat, and TikTok
Out-of-home placements to reinforce visibility in-market
Organic & Owned:
A coordinated social media takeover across brand channels
Email marketing and promotional messaging
Giveaway activations to drive engagement
UGC amplification through reposting and community interaction
A dedicated landing page to centralize campaign traffic
Together, these elements created a cohesive brand presence across physical and digital touchpoints, ensuring consistent visibility throughout Rush Week.
Success was measured against the campaign’s primary objective: introducing reVive Light Therapy™ to a new audience and driving meaningful brand awareness during a culturally relevant moment.
The campaign delivered strong performance across awareness, engagement, and conversion metrics:
10 million+ total impressions and 4 million total reach, signaling broad visibility among the target audience
143K total engagements, reflecting active interaction with campaign content
999%+ increase in TikTok views, resulting in 3.2 million new viewers and significantly expanding reach on a key Gen Z platform
1.14 million Instagram views, with 98% coming from non-followers, demonstrating success in reaching new audiences beyond the existing base
45.1% increase in new website users, indicating strong interest and intent driven by campaign exposure
211% increase in Amazon sales, connecting awareness efforts directly to measurable business impact
Additionally, high volumes of user-generated content and influencer amplification extended the campaign’s lifespan beyond the event itself, reinforcing credibility through peer-driven storytelling.
By integrating experiential, social, and paid media, the campaign not only captured attention during Rush Week but sustained momentum across channels—successfully embedding reVive Light Therapy™ into a highly visible cultural conversation and converting that attention into tangible growth.
