Digital Campaign
(In-depth Analysis)
Digital Marketing | Creative Strategy | Content Production
December 2018
Background
In an increasingly competitive beauty industry, Bioderma aimed to stand out by reinforcing its brand presence and fostering a deep connection with its target market of young, health-conscious women aged 19 to 35. The campaign focused on the philosophy that “health is the foundation of beauty,” aiming to educate and engage potential customers. The strategy was divided into three sequential phases, each designed to capture attention, educate, and foster loyalty among consumers.
Objectives
Awareness
Increase brand visibility and emphasize the importance of skincare.
Education
Inform the target audience about the benefits of Bioderma products.
Engagement
Build a community around the brand and create long-term relationships.
Consumers Analysis
Understanding the consumer lies at the heart of effective marketing. In this section, we analyzed the local consumer’s journey and purchasing behavior to identify key motivations, barriers, and decision-making processes. This comprehensive study allowed us to design a campaign that resonates emotionally and functionally with the target audience, ensuring relevance at every stage of their journey.
Consumer Journey
Insights and Motivations
Based on our in-depth study of local consumers’ purchasing behavior, we discovered that their journey begins with an emotional connection to self-image and an aspirational mindset. This journey unfolds with two key considerations:
- What works best for my skin?
- What has been effective for others?
By balancing personal needs with social proof, consumers remain open to exploring options, driven by curiosity and the desire for optimal results.
I care deeply about finding what truly works for my skin.
My face is an essential part of my identity—choosing the right care reflects who I am.
Seeking Inspiration From Trusted Resources
Exploring trusted sources like health & beauty websites, brand platforms, and expert content for guidance.
Asking Around
Asking advice from friends, family, and colleagues—looking for a real success story to trust.
Gathering Real-life Insights From Shared Experiences
Turning to user reviews, beauty communities, and influencers for relatable insights and experiences.
Where the journey diverges
“What has worked for everyone?”
Consumers move from research to action, seeking reassurance and confidence by engaging with the product physically.
- Desire to see and feel the product before committing
- Trust in beauty advisors for personalised recommendations
- Opportunity to compare options and finalise the decision
In Market & Open to possibilities
Changing or building a decision
Visiting Sales Touch points
Talking to Experts
Evaluating (actively seeking info, easily overwhelmed)
Hopeful Shopping
Getting close to a decision and feeling hopeful; the need to understand the product more deeply and feel reassured it is the right choice.
1st Time Buyer
Experiencing Product
Believing the product works, this positive feeling leads to 1-to-1 sharing with those in her close network.
Paying Customer
Validation — being loyal to the brand and well on her way to loyalty.
Brand Advocate
Happy to stay right where she is. The brand becomes a trusted source.
“What will work on my skin?”
Consumers prioritise professional expertise to address specific skin concerns and conditions.
- Need for expert validation of safety and effectiveness
- Trust in medical authority for sensitive skin conditions
- Simplified decisions through credible endorsements
Seeing a Dermatology specialist
Getting Examined
Discussing & sharing concerns
Prescription
Asking about other choices
Going to the Pharmacy
Seeking more info and trying to make sure before purchasing — vicinity, availability & price.
1st Time Buyer
Experiencing Product
Believing the product works, this positive feeling leads to 1-to-1 sharing with those in her close network.
Paying Customer
Validation — being loyal to the brand and well on her way to loyalty.
Brand Advocate
Happy to stay right where she is. The brand becomes a trusted source.
Main Pillars of the Campaign
The skin is an ecosystem whose equilibriums need to be preserved and whose original functions need to be restored.
Living better, feeling better and ageing better — a more human approach to skincare.
The Skin Itself
Inspired Bioderma to find biological solutions to preserve the health and beauty of our skin in a lasting way.
Health is the Foundation of Beauty
Beauty Comes from a Healthy Skin
Bridging consumer expectations and brand messaging
By focusing on clarity, trust and relevance, we crafted a strategy that communicates Bioderma’s value proposition — grounded in dermatological expertise and proven effectiveness.
Execution
Creating Awareness (Phase 1)
Video Series with Influencers
The campaign kicked off with a series of six professionally produced videos featuring popular influencers, emphasizing the simplicity and purity of Bioderma products. Each influencer shared personal insights into what beauty meant to them, subtly integrating Bioderma’s message that “health is the foundation of beauty.”
Engaging Landing Page
A dermatologically endorsed landing page was developed, where users were invited to evaluate their skin health through a series of questions curated by skin care experts. This not only provided personalized advice but also subtly introduced Bioderma’s products tailored to the user’s skin needs.
Data Collection and Retargeting: The landing page also served as a data collection point, capturing user preferences and behaviors. This data was used to refine marketing strategies and implement targeted advertisements, leading users back to the website with customized skincare solutions.
Educating the Audience (Phase 2)
Dermatologist Collaborations and Educational Content
Building on the awareness created, the second phase introduced more detailed educational content. This included a new series of videos featuring dermatologists explaining the science behind skincare and the specific benefits of Bioderma products.
Interactive Platform Expansion: The landing page was expanded to include a semi-forum where users could ask skincare-related questions. This interactive platform allowed for real-time engagement, with the most popular questions addressed through weekly video responses from the dermatologist, further enhancing user trust and loyalty.
Infographics and Microcontent
Alongside videos, infographics were used to succinctly communicate the benefits of skincare routines and product usage. These were distributed across social media platforms, enhancing the educational aspect of the campaign.
Maintaining Position (Phase 3)
Content Integration and Routine Engagement
In the final phase, the content strategy was deepened to include daily posts that integrated motivational messages, skincare tips, and lifestyle photography. This content was tailored to ensure Bioderma remained a part of the consumer’s daily media consumption, thereby strengthening brand recall and loyalty.
Influencer Stories and Viral Content
Continued collaboration with influencers included the publication of GIFs and short stories, designed to go viral and keep the audience engaged. This phase focused on solidifying the brand’s position by maintaining its voice in the crowded beauty space.
Campaign Overview
Outcomes & Impact
Enhanced Brand Visibility: The multi-channel approach significantly boosted Bioderma’s visibility across digital platforms.
Educational Impact: By leveraging expert opinions and detailed content, the campaign educated consumers on skincare health, aligning with Bioderma’s brand philosophy and driving informed product choices.
Community Building and Engagement: The interactive elements of the campaign fostered a community of informed consumers who were not only knowledgeable about their skincare needs but also loyal to the Bioderma brand.