The next time someone checks the Accuweather app for a temperature update, they may be reminded to wear sunscreen, as part of a new campaign from Supergoop! This week the brand kicked off its first-ever, large-scale digital media brand campaign with the goal of amplifying its mission to encourage daily SPF use in the United States and in key markets globally. The main asset for the Good Morning Supergoop! campaign is a playful morning T.V. show-inspired video with a cast of notable faces, to be distributed across several platforms in full length and spliced versions.

The campaign will appear across Instagram, Facebook, YouTube, Pinterest and Snapchat, encouraging customers to spread the word on the benefits of SPF use and the #WearSunscreen hashtag. There will also be native and influencer content on social, including a paid influencer campaign on TikTok and activations in global markets including the U.K., Canada and Southeast Asia. The brand is also leaning into in-app advertising, including custom emojis in Venmo, as well as high-visibility video placements within streaming T.V. content. Furthermore, for the month of May, Supergoop! will donate $10 from every sale of their signature Wear Sunscreen t-shirt to The Supergoop! MRA Dermatology Fellowship, a grant funding research focused on pediatric dermatology launched in partnership with the Melanoma Research Alliance.

Supergoop!’s direct-to-consumer business doubled in size year over year from 2019 to 2020, and also grew at retail in the double digits, despite store closures. The brand cited changing consumer habits in the category, as well as their ability to lead a conversation around the importance of wearing sunscreen year-round. Here, CEW Beauty News spoke to Amanda Baldwin, Supergoop!’s CEO, to learn more about the Good Morning Supergoop! campaign, how the brand managed the past year and what we can expect to see from Supergoop! in the future.

Beauty News: This is the brand’s first large-scale campaign, why is now the right time?
Amanda Baldwin: We’ve seen a recent inflection point in the conversation around SPF, a direct result of our efforts over the past 15-plus years. As a business, we’ve seen incredible momentum over the past year across the globe, which is a testament to our day one mission to change the way the world thinks about sunscreen. While we’ve always ramped up our “Wear Sunscreen” message during the month of May, we’re now at a scale to put a larger megaphone behind it, especially after the past year as folks are now more excited than ever to get out and about—we wanted to kick off the season with an inspiring message.

BN: What inspired the key messaging?
AB: One of Supergoop! founder, Holly Thaggard’s, original insights that inspired the brand was that to eradicate skin cancer, the world needed a playful, joyful approach that would inspire and educate rather than scare or scold. That attitude informs our first brand campaign, Good Morning Supergoop!, which leads with tongue in cheek humor and nostalgia while also sparking an important conversation around skin protection, and inspires folks to start every day the Supergoop! way—with SPF.

BN: What are some unique and noteworthy marketing activations with this campaign?
AB: We’ve always been about creating SPF for all – regardless of skin tone, age, gender, or lifestyle. That mission directly inspired this campaign, which was developed to reach a wide range of audiences, and to inspire people to commit to wearing sunscreen every single day during Skin Cancer Awareness Month and beyond.

We’re activating across both traditional and next gen platforms to reach the widest audience possible. In addition to a robust digital media buy across all key, high visibility platforms, the campaign will also show up through Connected TV and across social platforms, as well as even in the Accuweather app, specifically targeting customers in areas with the highest UV index forecasted.

We’ve also activated an incredible group of influencers and SPF superfans from all walks of life to help spread the message of wearing sunscreen in their own way, including Emmanuel Sanders, Maria Sharapova, Dr. Alexis Stephens, Phil Picardi, Dan Pelosi, Brooke DeVard, and Michelle Wie, to name a few.

BN: The brand continued to grow during the pandemic. What do you think are the major factors that contributed to that?
AB: Our mission to encourage SPF use every single day didn’t change in 2020, even if what a day looked like did. By spreading awareness and educating around the importance of wearing SPF year-round, we were able to show the consumer that they still need SPF to protect from the light shining through a window or the blue light coming from a laptop screen, not to mention the afternoon walks or added time in nature we’ve hopefully all been enjoying. So, despite physical retail closures and stay-at-home orders, we were able to achieve an incredible level of momentum in online sales and awareness in 2020, which we are fortunate to still be building on today.

BN: What else can we expect to see from Supergoop this year?
AB: Our ultimate goal is to change the way the world thinks about sunscreen and get everyone, everywhere to wear SPF every single day. We’re committed to doing more, faster, and first to reach that goal. That means continuing to deliver on innovative products that redefine how, when, and where SPF is used, engaging our customers in new and unique ways both digitally and IRL again soon, and continuing to spread our mission and education globally. We’re excited to build on the momentum of the last year and share our message of wearing sunscreen wider than ever.