“Get Ready with Confidence”: A Strategic Storytelling Campaign for Glossier

This project is a storytelling campaign for Glossier centered on confidence and self-care. The goal was to show how small, real moments, getting ready in the morning, taking a midday break, or going out at night, can reflect authentic confidence rather than perfection.

Each post follows the same character through her day, using Glossier’s soft, minimalist style to tell a relatable story about feeling good in your own skin. The visuals were created with AI tools and then refined to match Glossier’s aesthetic, while captions were written to sound genuine and conversational.

The campaign encourages followers to join in using #GlossierGlowUp, turning individual self-care routines into a shared story of confidence and community.

Technology in Public Relations Assignment Analysis/Overview

1. Campaign Goals

Goal 1: Build Emotional Connection through Self-Expression:Position Glossier as the everyday companion that celebrates real, imperfect confidence. The campaign aims to show that beauty isn’t about perfection, it’s about showing up as yourself.

Goal 2: Encourage User-Generated Storytelling:Inspire Glossier’s audience to share their own “confidence moments” using the hashtag #GlossierGlowUp, turning self-care into a shared ritual across the community.

Why These Goals?Glossier’s audience (mainly Gen Z and millennial women, with some younger Gen Alpha as well) values authenticity and relatability. By focusing on emotional connection and self-expression, the campaign reinforces Glossier’s core brand promise: Skin first. Makeup second. You always.

2. Character Outlines, Plotlines & Narrative Elements

Characters

• Main Character: A young professional or student navigating everyday self-doubt but learning to embrace herself through small/little yet noticeable acts of self-care

• Supporting Characters: The bathroom mirror, the pink Glossier pouch, and the subtle shine of their most famous products, either Cloud Paint, or their Balm Dot Com, all acting as symbols of transformation.

• The Ally: Glossier itself, offering gentle, minimal products that help users feel like themselves, but better.

Plotlines (Three-Act Narrative Across Posts)

Post 1: “Morning Mirror Pep Talk”

The AI Visual Prompt that I used: A softly lit bathroom scene, a person smiling at their reflection, Glossier products on the counter (Boy Brow, Cloud Paint, Balm Dotcom). Story Beat: The morning rush moment-messy bun, sleepy eyes, but a spark of “you got this.” Caption Example:

“Not every morning starts with confidence, but it can start with you. ✨ A little Cloud Paint, a deep breath, and a reminder: you’re already enough. #Glossier #GlossierGlowUp #MorningConfidence”

Post 2: “Midday Reset”

The AI Visual Prompt that I used: A cozy café scene, laptop open, lip gloss applied mid-scroll; soft pastel tones.Story Beat: The character hits a midday slump and finds a confidence reset through tiny rituals, hydration, lip gloss, a moment to breathe.Caption Example:

“Coffee break or confidence break? ☕💄 Both. Because a little shine goes a long way. #Glossier #SelfCareEverywhere #GlossierGlowUp”

Post 3: “Night-Out Glow”

The AI Visual Prompt I used: Warm ambient lighting, a mirror selfie vibe, subtle glowy makeup reflecting fun energy.Story Beat: The same person now radiates self-confidence, not from transformation, but from owning her own vibeCaption Example:

“Confidence hits different when it’s yours. Not the filter, not the trend-just glow. ✨ #Glossier #GlossierGlowUp #RealSkinRealConfidence”

Narrative Elements

• Conflict: Everyday self-doubt and comparison

• Tension: The pressure to meet unrealistic beauty standards

• Resolution: Finding peace and confidence through authentic self-care moments

3. Community Engagement Strategy

Strategy:Launch the hashtag #GlossierGlowUp and prompt followers to post one photo or short reel showing their “confidence ritual”- whether it’s skincare, journaling, or dancing in their mirror.

Why It Works:This UGC approach empowers users to express individuality and reinforces Glossier’s identity as a community-driven brand that uplifts rather than idealizes.

4. Implementation Plan

Step	Action	Timeline
1	Generate visuals using Meta AI or DALL-E to match Glossier’s clean pastel aesthetic	Nov 08
2	Draft and refine captions & hashtags	Nov 09
3	Publish post sequence (Mon/Wed/Fri) to follow daily confidence flow	Nov 10-14
4	Repost user content to Stories and comment on #GlossierGlowUp posts	Nov 15-21
5	Collect engagement metrics and qualitative feedback	Nov 22

5. Tracking & Evaluation

Metrics:

• Likes, comments, saves, and shares

• Number of posts using #GlossierGlowUp

• Engagement rate change from baseline

• Sentiment analysis of comments (look for confidence-related keywords)

Evaluation:Success is measured not just in numbers but in tone, if users comment things like “I needed this today” or “this feels like me,” the storytelling worked.

6. Use of AI Tools

• Visual Generation: Meta AI or DALL-E for creating clean, Glossier-branded pastel imagery with natural lighting

• Caption Writing: ChatGPT for brainstorming on-brand tone, authentic, witty, and soft

• Hashtag Discovery: AI-assisted research to find high-engagement, low-competition tags related to confidence and beauty

Instagram Posts & Captions

Morning Mirror Pep Talk Caption: “Not every morning starts with confidence, but it can start with you. ✨ A little Cloud Paint, a deep breath, and a reminder: you’re already enough."

#Glossier #GlossierGlowUp #MorningConfidence”

Midday Reset Caption: "Coffee break or confidence break? ☕💄 Both. Because a little shine goes a long way.

#Glossier #SelfCareEverywhere #GlossierGlowUp”

Night Out Glow Caption: “Confidence hits different when it’s yours.

Not the filter, not the trend-just glow. ✨

#Glossier #GlossierGlowUp #RealSkinRealConfidence”