Moontide and OrangeTwist have won the inaugural Digiday Media Award for Best Multi-Channel Campaign, a new category recognizing excellence in integrated marketing. Their “Make Time for You” campaign earned the honor by transforming Father Time into an unlikely self-care spokesperson, proving that humor, data, strategic media, and smart design can drive both cultural impact and business results.
The campaign resulted in improved efficiency, and reignited brand engagement across all OrangeTwist markets, delivering measurable success through its multi-channel strategy.
The campaign outperformed expectations across every major metric:
- Increased social media mentions by 1544%
- Increased daily site visits by 120%
- Doubled monthly lead volume
- Increased conversion rate 5x
- Decreased CPA by 50%
- Boosted Brand Awareness by 22%
“Make Time for You” cleverly recasts Father Time as the face of self-care, flipping the script on traditional med spa marketing with humor, humanity, and standout creative. Grounded in deep, statistically driven audience insight, the campaign’s narrative reimagines how aesthetic brands can connect with modern consumers in more authentic, unexpected ways.
“OrangeTwist isn’t just a med spa. We’re a treatment shop built for real life,” said Clint Carnell, co-founder of OrangeTwist. “This campaign made that clear: we’re not asking people to make time for beauty, we’re encouraging them to make time for themselves. Moontide helped us say something different and say it loud.”
“Every brand in aesthetics is busy telling you what treatments they offer, but none acknowledge the actual challenge: making time for them,” said Sheldon Melvin, executive creative director at Moontide. “We took this insight and gave it to the personification of time to deliver the message. Father Time let us break the rules with strategic intention, ditching the clichés of beauty past in favor of a campaign that was bold, unexpected and timely.”
The campaign has also earned recognition from the Webby Awards and Indie Agency News, and has been featured in Adweek, MediaPost, and Aesthetic Insights. This cross-industry acclaim highlights the campaign’s success in breaking conventions across both marketing and aesthetics.
“This campaign was designed to meet people where they are—on their couches, in their feeds, in their earbuds—and drive them to act,” said Cat Toscano, senior director of media and influencer at Moontide. “We didn’t just cast Father Time as the face of self-care; we made sure he showed up everywhere it mattered. This win proves what’s possible when media and creative are developed in lockstep, powered by data, insight, and a shared vision.”
“Make Time for You” exemplifies what happens when a courageous client and bold agency unite around insights and storytelling. By combining humor with humanity and executing through strategic media, the campaign achieved the rare feat of being both culturally resonant and commercially effective.
Its multi-channel execution ensured Father Time’s message reached audiences across key digital touchpoints, from social media to podcast ads, creating a cohesive brand journey that drove awareness and conversions.
For more information about the “Make Time For You” campaign and to view the original launch press release, visit: Campaign Launch Press Release
About Moontide
Moontide is an independent media and marketing agency that helps ambitious brands reach unexpected heights. As a sleeves-up business partner, Moontide is fueled by data, media, creative, and technology to drive meaningful results. The agency was recently named a Webby Awards honoree, and a winner of both the Digiday Media Award for Best Multi-Channel Campaign and received a Top 40 design recognition from Indie Agency News. For more information, visit moontide.agency.
About OrangeTwist
OrangeTwist is a leading aesthetic treatment brand offering a range of non-invasive services designed to help clients look and feel their best. With a focus on innovation and customer experience, OrangeTwist provides personalized treatments that deliver real results. For more information, visit www.orangetwist.com.
