Normaderm – is one of the oldest and biggest ranges of Vichy, #1 cosmetics brand in pharmacy in Ukraine.
It solves acne and greasy skin problems and traditionally is positioned as dermocosemtics solution.
All previous experience in beauty category showed us that word-of-mouth and sampling — are the most effective tools.
But every brand does the same - building awareness with similar messages, generating standard reviews.
Moreover sampling wouldn’t work without explanation on “how to solve the problem” as the problem couldn’t be solved with cosmetics only — you need to change your lifestyle.
How to create another kind of Word-Of-Mouth to break through the clutter and encourage people to change their lifestyle?
Nothing motivates better than a peer support.
So we decided to launch a reality show #EverythingUnderControl.
4 beauty bloggers together with their teams of 4 persons each were challenged to reach ideal skin in 21 day. This period was long enough to turn this action into habit.
We provided each participant with Normaderm products and action plan. Opinion leaders posted their team progress in social media, so everyone could join the challenge virtually. To increase campaign reach, we developed web platform with content feed for #EverythingUnderControl hashtag. Users could follow the teams, experts advices, observing real people and order product sample for themselves to join the team.
Word-of-mouth campaign was so successful, that 2000 consumers ordered samples in the first 2 weeks. Social media activity of our 20 participants brought 6 237 users who visited the platform and spent there over 5 minutes.
Media campaign additionally boosted the results, we reached 1.2 million people
and recruited new customers who made + 44 percent of sales!