rhute Case Study
BRAND LAUNCH CONTENT & SOCIAL MEDIA ECOSYSTEM
Overview
rhute is a developing scalp-care brand focused on improving scalp health through ingredient-led formulations.
During the brand's early growth phase, I worked embedded alongside the founder across brand development, campaign execution, and social-first content strategy.
My role sat at the intersection of brand, content, and operations, translating the brand vision into launch-ready campaigns and digital storytelling.
The Challenge
rhute was preparing to enter the market as a premium scalp-health brand, but needed:
• A strong visual identity across social media
• Launch content that felt premium but authentic
• Ongoing storytelling to sustain momentum beyond launch
• Social-first assets that could perform across Instagram and TikTok
The goal was not just to launch products, but to build credibility and brand presence in a crowded beauty market.
My Role
My role spanned both strategy and hands-on execution across several areas:
Brand Launch Support
Led launch planning and campaign execution
Drove collaboration between creative, PR, and operations
Content Strategy
Built social-first storytelling formats
Planned ongoing content themes beyond launch
Content Production
Produced UGC-style content and campaign assets
Directed behind-the-scenes footage during brand shoots
Creative Direction & Styling
Directed visual styling and set direction
Created cohesive brand visuals across campaigns
Campaign Content & Execution
Behind the Scenes Campaign Content
Behind-the-scenes content was captured during campaign shoots to extend the life of each campaign and provide ongoing storytelling for social media.
This content documented the creative process, talent, and product application while reinforcing the brand’s dermatologist-backed credibility.
Key deliverables included:
• BTS videos and stills
• on-set documentation
• social cut-down video assets
This approach allowed Rhute to create weeks of social content from a single shoot day.
Social-First Product Content
For the launch of the Density & Repair Serum, content was produced with a social-first approach.
The focus was on:
• product texture
• ingredient quality
• premium aesthetic
• routine-based product use
Content formats included:
• short-form video
• close-up product visuals
• routine-based storytelling
These assets were used across Instagram, TikTok, and paid media.
UGC Content Creation
To maintain authenticity and relatability, I developed UGC-style content designed for organic social performance.
This included:
• real-use product demonstrations
• routine-style videos
• relatable storytelling formats
I handled the creative concept, filming, and editing, delivering ready-to-publish assets for Rhute’s social channels.
Trend-Responsive Content
Beyond launch campaigns, I produced trend-responsive content designed to keep the brand culturally relevant on Instagram and TikTok.
These videos were built around:
• trending formats
• relatable storytelling
• organic discovery
This allowed Rhute to remain visible within evolving social media trends while maintaining brand consistency.
Educational Social Content
Educational content played a key role in establishing Rhute’s authority in scalp health.
I designed ingredient-led social graphics that translated technical information into visually engaging posts.
These carousels highlighted:
• ingredient benefits
• scientific credibility
• different hair concerns and types
Each design was created to balance clinical information with accessible storytelling.
Post-Launch Product Visuals
Following the launch campaign, additional product photography was created to extend the campaign lifecycle.
For these visuals, I handled:
• creative direction
• prop sourcing
• photography
• editing
The goal was to create consistent, premium product imagery for social and digital platforms.
Styling & Visual Direction
This included:
• founder styling guidance
• wardrobe coordination
• on-set styling support
• cohesive brand presentation
The objective was to ensure the brand presented an elevated and credible first impression.
