Decubal Content Strategy
The Challenge
Decubal’s brand and media strategy had evolved. The business had identified a clearer long-term direction and wanted to establish a stronger role within Nordic beauty, whilst the media team wanted to launch a new always-on regional social channel across the Nordics.
The challenge was to turn this shift in strategy into a clear communications platform: defining how the brand should speak, what it should stand for, and how it should show up consistently across every touchpoint.
Strategy
My work included defining the new tagline, brand heart, tone of voice and content pillars, as well as creating a cross-channel content strategy to guide future campaigns across paid and organic social, TV, out-of-home, retail and pharmacy.
My challenge was to first craft these and present them in a way that the global brand team, high-level stakeholders and all 3 Nordic markets would get behind.
Brand Campaign
Once we had a framework for how the brand should show up consistently across every channel moving forward, we needed a fresh, scalable campaign platform that showcased Decubal's stronger, more distinctive voice and created a shared foundation for future campaigns and content.
Written Concept
In the Nordics, life moves with the seasons. From long, dry winters to cool summers and everything in between, our days are shaped by nature, indoors and out. And your skin feels every shift.
That’s why Decubal is designed differently. Each product is dermatologically tested and carefully engineered to give skin exactly what it needs. It’s skincare you can count on. Effective, gentle, and created with a deep understanding of the Nordic climate and the people who live in it.
Products that feel simple, because
behind them is decades of care, knowledge,
and Nordic skin expertise.
Decubal. For life in the Nordics.
After setting the direction, including the foundational copy and scripts, I oversaw the delivery through my team - providing clear guidance and sign off along the way to ensure we delivered a campaign that lived and breathed our new strategy.
