Hamilton
Shifting Sunscreen Habits: The Hamilton Everyday Face Campaign
REBORN developed a targeted content and influencer strategy to position Hamilton Everyday Face SPF 50+ as an essential step in daily skincare.
Background
Hamilton has long been synonymous with trusted sun protection, but consumer behaviour revealed a persistent challenge – the Hamilton brand was still largely perceived as a summer-only product. Competing against premium skincare brands that seamlessly integrated SPF into daily routines, Hamilton needed to shift this perception.
Reborn was engaged to develop and execute a campaign that positioned Hamilton Everyday Face SPF 50+ as a staple in daily skincare routines, encouraging Australian women to use sunscreen year-round, not just as a summer essential.
Objective
The campaign set out to increase penetration and market share by positioning Hamilton Everyday Face as the daily sunscreen of choice for Australian women aged 18–45. The focus was on shifting perceptions of Hamilton from a functional sunscreen to a credible skincare essential, and building awareness that would drive recall, consideration and trial.
Our Approach
We positioned Hamilton Everyday Face within the world of skincare and beauty, ensuring the campaign felt credible, stylish and seamlessly connected to existing routines. The creative idea centred on the insight that sun protection is not just for summer, it is for Everyday. This was brought to life through lifestyle-led creative and relatable content partnerships that showed how Hamilton fits naturally into daily skincare habits.
To connect with our audience authentically, we combined influencer storytelling, paid social amplification and editorial partnerships across beauty and lifestyle environments. Influencers and creators demonstrated the product as part of their own daily rituals, driving relevance and trust, while paid media extended reach with high-quality video placements optimised for completion and engagement.
REBORN
Responsibility
Creative Strategy
Influencer Management
Content Production
Media Planning & Buying
Campaign Management
Results
The Hamilton Everyday Face campaign achieved strong cut-through, with standout engagement across influencer and paid channels. Influencer content was particularly effective, while paid social ensured reach and efficiency.
The campaign delivered over 38 million impressions across Meta and TikTok, reaching more than 12 million Australians and driving more than 41,000 clicks through to retailer websites. Video completion rates exceeded benchmarks, and influencer storytelling achieved above-average engagement, reinforcing the product’s positioning as an everyday essential.
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