On Facebook, brands don’t have full control of their content. An algorithm blocks content that consists of more than 20% copy from being boosted. As a result, Snow Skin had to promote themselves with unique content without any additional cost.

Snow Skin’s Beauty Faux Font is a font made out of images so when passed through Facebook’s copy detection algorithm, they are read as images and are able to pass through undetected.

The strategy was to face the limitation directly, and instead of planning for the rules, we decided to create our own loophole to make unique, and engaging content that could only be claimed by the brand.

With a simple redesign, we were able to reclaim a media channel to be used as we wanted to. We created a font out of images so when passed through Facebook’s copy detection algorithm, they are read as images and are able to pass by undetected.

Engagement reached as high as 38,000 reactions with 815 shares and 79 comments. Compared to an average of 343 reactions, the new font resulted in an 11,078% increase.