Context
MARI is a press-on nail brand founded by actor and producer Marsai Martin. Working through CameraSeat, RMG was brought in as the sole content strategist for a product launch — responsible for how the brand showed up and what it said in the weeks around the drop.
Challenge
A celebrity-founded beauty brand carries built-in attention, but attention doesn’t fill a cart. The launch needed content that translated Marsai’s audience into people who understood the product, wanted it, and knew when it dropped.
Strategy
- Video-first. Short-form video as the primary engine — demos, application, before/after, personality — because that’s what moves both reach and intent for beauty.
- A calendar with a job per post. Each piece assigned to a phase: awareness, education, or conversion.
- Founder-led where it counts. Use Marsai’s presence deliberately at the moments that needed trust and reach.
Execution
- Built and owned the full content strategy and calendar for the launch window.
- Directed a video-focused content mix across the run-up and drop.
- Structured the sequence so early posts built awareness and later posts drove to purchase.
Results
- A video-first content system that carried the brand through the launch.
- Lead generation for the drop, with engagement lifted across the campaign window.
- A repeatable structure the brand could run again for the next release.