THE CHALLENGE

Sunryz was entering a highly emotional, trend-driven category, targeting a hard-to-reach Gen Alpha audience while relying on moms as the primary purchasers.

The challenge was to simultaneously:

• Build cultural relevance among tweens

• Earn trust and drive conversion among moms

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INSIGHT

For Gen Alpha, products are identity.
Beauty is social currency, driven by peers, trends, and creators.

For moms, purchase is driven by trust, safety, and social proof.

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THE STRATEGIC APPROACH

Build a dual-engine system:

• Influence Engine (Tweens / Gen Z creators) → drive desire

• Conversion Engine (Moms) → drive purchase

Supported by:

• 70/30 investment split

• Creator-led cultural amplification

• Trust-building messaging for moms

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EXECUTION

• Creator Engine (Influence)

  • TikTok-first creator strategy

  • GRWM, routines, gifting content

  • Trend-responsive content system

• 2. Cultural Amplification

  • Paid boosting across TikTok, IG, YouTube

  • Trend monitoring + rapid content iteration

• 3. Conversion Layer (Moms)

  • Messaging focused on:

    • safety

    • reviews

    • ease​