Yes To Inc.’s CEO is continuing the brand’s journey in the digital ad space. This year’s efforts will be even bigger than what was seen in 2016, when the brand launched its first national digital and print advertising campaign.

“This year we are planning a 360-degree communications program with key activations that include paid digital and print media, beauty influencer sponsorships, events and seeding, and social media activations and partnerships,” said Ingrid Jackel, Yes To’s CEO.

The brand is aiming to grow significantly with increased marketing efforts with the goal of raising consumer awareness, education and engagement. Communications will focus on the unique dimensions of Yes To, including its use of 95 percent natural ingredients, while also showcasing its colorful brand personality.

“The category is just a sea of sameness in terms of marketing communication,” said Ingrid. “This represents a real opportunity for the Yes To campaign to stand out, be noticed, relevant and authentic.”

And stand out, it does. Earlier this year, the brand revealed new product offerings with ads that feature vibrant colors and cheeky images. Campaigns range from a girl wearing a bra stuffed with cotton balls to represent its new Yes To Cotton collection, to a model mimicking a unicorn with a sliced cucumber against her forehead for the Yes To Cucumbers line.

Some may view the ads as over-the-top, but the unruliness is designed for millennials, the core customers of the brand, and advertising will focus on reaching this demographic where they spend most of their time, on social media.

“The online campaigns feature impactful creative units such as rich media, and is measurable,” said Ingrid. “Yes To achieves a click-through rate that is over 4.5 times greater than the industry average.”

To further build awareness, social media campaigns will be complimented with print ads in leading beauty, fashion, health and lifestyle magazines, which have proven to increase awareness and purchase intent for the brand. A blend of macro and micro beauty influencers will also be tapped to support the launch of its 2017 innovations.

“The influencer sponsorships will include product reviews, videos, giveaways, support of retailer promotions and collaborations,” said Ingrid. “We will be looking to them to create highly shareable content, which will build greater brand awareness and engagement.”

Yes To is hoping consumers will generate organic word-of-mouth marketing, as well. One example is with the new Yes To Tomatoes Detoxifying Charcoal DIY Powder-to-Clay Mask, which can be customized by adding ingredients such as orange juice or yogurt to create the desired skin care benefits. As part of a social media campaign, fans will be invited to post selfies along with their best DIY mask recipe using the product. The Charcoal DIY Powder is among several new skus that launched this month along with micellar waters, 2-step kits, shower cocktail body washes and oils.