Dermorepubliq founder Keith Sta. Barbara understands that in order for a brand to stand in today's busy world of social media, one has to be unique.

This is the reason why during the height of two very public celebrity breakups, Keith and his team created a viral campaign featuring a billboard along C5 Southbound in Libis Quezon City with the statement, "Wag na tayo mag-break, please ("Let's not break up, please)." signed with the initial D. And while the message was not related at all to the two celebrity break-ups it did capture the nation and used a good springboard to promote the brand's latest skincare innovation, the 5 percent Niacinamide and Hyaluronic Acid Serum.

I had the opportunity to sit down with Keith and discuss the idea behind the viral concept and what it takes to make meaningful marketing campaigns.

Thought Junkie: Who is Keith Sta. Barbara? What is your story? How did you get there?

Keith Sta. Barbara: I am a 37-year-old entrepreneur, and my journey into the skincare industry began during the Covid-19 pandemic in 2020.

Struggling with acne myself, I noticed a lack of effective yet affordable skincare solutions in the market. Driven by my personal struggle and a passion for skincare, I decided to create Dermorepubliq. I dedicated myself to a two-year diploma course in natural skincare formulation in Australia. I financed this endeavor by utilizing my 13th and 14th-month pay, and I even liquidated my personal vehicle to cover operational expenses.

As a result of these investments, I was able to introduce my initial three products: the 10 percent Niacinamide + HA Serum, the Niacinamide Clarifying Toner, and the Alpha Arbutin + HA Serum.

Despite facing challenges like balancing corporate responsibilities with my skincare venture, I remained dedicated to my vision. With hard work, perseverance, and the unwavering support of my family, Dermorepubliq rapidly evolved into a prominent skincare brand in the Philippines, ultimately achieving recognition as the "TikTok Shop Philippines' Top Skincare Brand."

How has marketing changed in the last ten years?

Over the past decade, marketing has undergone a profound transformation, especially with the rise of social media platforms. Before the rise of social media, marketing efforts were often tedious and challenging, requiring extensive resources and investments to reach a relatively small audience. My team and I had limited avenues to interact with our customers and convey our messages effectively.

However, with the emergence of social media platforms such as TikTok, marketing has experienced a paradigm shift. These platforms have democratized marketing, allowing our brand to connect directly with our target audience in real-time. As a local brand, I and my team have embraced this change by shifting towards more interactive and engaging marketing strategies. Dermorepubliq, for example, has capitalized on this trend by showcasing our exponential growth since our inception in October 2020 as a sole proprietorship, followed by incorporation in November 2021.

We have marked our presence on various platforms like Shopee, Lazada, and TikTok, while also expanding our kiosks at SM Masinag, SM Tanza, SM Fairview Lower Ground Level, Parkway, and Riverbanks Center KF-08, Palm Lane. On TikTok specifically, we aim to captivate our audience with a blend of educational, lighthearted, bold, and humorous content. Through engaging videos, we seek to educate users while creating a relatable and fun connection.

What inspired this marketing campaign?

Engaging the public through emotional appeal is crucial in today's fast-paced market. At Dermorepubliq, I and my team recently launched a marketing campaign aimed at generating excitement and curiosity around our new product by incorporating a sense of mystery. Our viral billboard campaign was strategically positioned to reach a wide audience, capturing the attention of approximately 30 million social media users nationwide. This campaign sparked conversations and discussions, generating widespread interest in our brand and product.

By leveraging this enthusiasm, we successfully introduced to the public our latest skincare innovation, the 5 percent Niacinamide + Hyaluronic Acid serum. This approach helped us grab our audience's attention and made them interested in our message and product, increasing the potential for sales and their receptiveness to what we have to offer.

What's next for you?

Looking ahead, I envision Dermorepubliq not just as a skincare brand but as a comprehensive learning institute for skincare formulation and brand development. I'm committed to providing valuable resources and support to aspiring entrepreneurs in the skincare industry.

Additionally, I'll continue to innovate and expand our product offerings, staying true to our founding principles of quality, affordability, and effectiveness. Through these efforts, I aim to inspire countless individuals to embark on a skincare journey that is both rewarding and impactful.