How we introduced a new brand to the Russian market and built a brand community

Laboratorios BABÉ

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.

Tasks:

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.

Solutions:

Pro­mo­tion of a new brand

Difference from competitors

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.

Promotion

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.

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Content creation

After defin­ing the audi­ence needs, we start­ed to cre­ate content.

TOV

Our team chose a pre­sen­ta­tion that reflect­ed the phi­los­o­phy​of the brand: trans­paren­cy, empa­thy, acces­si­bil­i­ty. We sup­port­ed these val­ues by mak­ing ref­er­ences in text and in visu­al content.

Visual concept

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.

UGC support

Our team also focused on UGC to ensure the most native and cus­tomer-friend­ly prod­uct integration.

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Building a brand community

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.

Skin care quizzes

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.

Thematic stories

We inte­grate lifestyle activ­i­ties in our con­tent. For exam­ple, the moti­va­tion­al «Good morn­ing!» sto­ries or sto­ries about activ­i­ties with children.

Expert answers

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.

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PR support and collaborations with bloggers

In order to increase brand aware­ness and gen­er­ate more sales, our team devel­oped a strat­e­gy for col­lab­o­ra­tions with blog­gers and the media.

Publications in 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.

Working with bloggers

Our team select­ed pop­u­lar Insta­gram blog­gers and invit­ed them to par­tic­i­pate in the brand’s adver­tis­ing cam­paign: @anettaoffficial (https://​www​.insta​gram​.com/​a​n​e​t​t​a​o​f​f​i​cial/), @yanakazaryana (https://​www​.insta​gram​.com/​y​a​n​a​k​a​z​a​r​yana/ ), @irinasashina_tv (https://​www​.insta​gram​.com/​i​r​i​n​a​s​a​s​h​i​n​a​_​t​v​/​?​hl=ru) etc.

Beauty-boxes

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.

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The result

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.