Laboratorios BABÉ is a Spanish brand of dermatological cosmetics with a 25-year history. To acquaint the audience with the new brand and emphasize its difference from competitors, we made a point on lifestyle integration and building a brand community.
1. Development of a communication idea and concept of promotion on social networks.
2. Creation of unique content.
3. Introducing the brand’s products to the audience and building a community.
4. PR support and collaborations with bloggers.
Promotion of a new brand
We focused on the uniqueness of BABÉ products and emphasized the difference from other brands. Our team carefully studied the DNA of Laboratorios BABÉ, as well as the international and local accounts of other brands.
To draw audience attention, we launched targeted ads and developed a catchy, but balanced animation design. This step led to a strong association between marketplaces and the brand’s products.
After defining the audience needs, we started to create content.
Our team chose a presentation that reflected the philosophyof the brand: transparency, empathy, accessibility. We supported these values by making references in text and in visual content.
It was important for us to reflect the brand characteristics in the visual concept, so we organized several photoshoots.
In addition to traditional visuals, we added well-known patterns like iOS banners and massages. So we were able to interest teens who felt involved and found products for themselves.
Our team also focused on UGC to ensure the most native and customer-friendly product integration.
We came up with interactive mechanics to provide constant communication between the brand and followers. To encourage community members to invite their friends, we focused on the quality and usefulness of the content.
Our team carefully studied the mood and needs of the audience. We made weekly pools about the preferences of our subscribers in their skincare routine.
We integrate lifestyle activities in our content. For example, the motivational «Good morning!» stories or stories about activities with children.
To form the brand’s expert status, we invited specialists in aesthetic medicine such as dermatologists and trichologists, who made video answers to popular questions of the audience.
We decided to divide the responses into small one-minute videos so as not to overload the feed with one long video.
In order to increase brand awareness and generate more sales, our team developed a strategy for collaborations with bloggers and the media.
Brand positioning assumes only verified and confirmed information. That is why we decided to invite independent experts in aesthetic medicine to comment on publications that were prepared for the media.
Our team selected popular Instagram bloggers and invited them to participate in the brand’s advertising campaign: @anettaoffficial (https://www.instagram.com/anettaofficial/), @yanakazaryana (https://www.instagram.com/yanakazaryana/ ), @irinasashina_tv (https://www.instagram.com/irinasashina_tv/?hl=ru) etc.
In order to give our audience the opportunity to test out the new products, we worked with GlamBox, New Beauty Box and Beauty Insider, prepared press releases and held contests.
We launched a new brand into a competitive market and built a solid foundation for its future growth.
Our numbers for the entire period of work amounted to:
624 870 people were involved.
The total number of likes reached 9 840.
ER was 25.75%.
Within 1 month more than 30 posts, compilations and reviews on new products were published in the media.
PR add value amounted to 1 762 000 rubles/1 month.