Smashing targets with new product launch.

avene-comedome

multi-channel campaign for leading skincare brand Avene.


The need

This year has been different in many ways but the need for quality skincare products has not changed especially for teenagers and young adults continuing their battle with acne-prone skin.

Eau Thermal Avène had created an exciting new product to launch under their existing Cleanance range. The new product promises to take ‘over the counter’ treatments to a whole new level with results in just 7 days!

The big question was how to reach those that need it most? It's a niche audience group but with a broad age range of 13-30 years old, that makes quick wins harder to find.

Our strategy had to take several things into account. At its heart sat the audience's ‘need-state’ and by definition, this segmented them as suffering from problematic skin. We then layered on the distinct age range subsets around specific behaviour and finally, we had to navigate some complex legal guidance so as not to make over claims or use language associated with the term ‘acne’ which is a default for many big brands that bulldoze the market with terms like ‘acne treatment’ or ‘acne cure’.

As with many product launches, there were three core objectives - raise brand awareness, educate consumers on the Avene’s unique proposal, whilst ultimately converting that into sales at their selected stockists.

Our Solution
Our start point was running in-depth keyword research to identify the themes and topics that interested our audience sets, and what mattered most to each of them. This helped shape our content strategy and enabled us to determine alternative key ad terms that did not include the word “acne”. It also helped ensure the landing page content was conveying the correct message to both teenagers and young adults.

We also developed our creative work in line with audience needs. Utilising a number of techniques to hit the right spot, from casting to match the customer for relevance through to use of formats (eg animated GIFs) to cut through the noise and create more “funky” feel. Although we were unable to use words such as “acne” in the solution it was important within the contextual targeting as a search intent term.

Because of the different audiences, we carefully selected the most efficient and effective channels to reach the audience. This meant testing a new platform for Avene - Snapchat - and we insisted on a granular campaign structure to ensure a clean separation between audiences. We designed two phases to the campaign in order to make the best use of the budget and nudge the prospective customers through the funnel.

Phase 1 (awareness-raising)
A twin-pronged approach to create buzz and familiarity via hard targeting in paid advertising on social platforms and programmatic display. We also supplemented this with more generic paid search to cast a wider net and intercept consumers actively searching for acne, problematic skin solutions.
All prospects were directed to relevant content on a new landing page, encouraging them to find out more and react to explicit CTAs driving them to the stockist (Boots) to buy. The new landing page served the dual-purpose of educating customers about the new product but also helping paint a picture of how to use this product alongside the others within the Cleanance range form the ultimate impact on revenue.

Phase 2 (traffic driving)
The second wave was simply to retarget those who engaged with the campaign earlier in the funnel and present a shortened experience, driving them straight to Boots.com to make a purchase. This was done across social media, paid search retargeting (RLSA) and branded paid search.

Because the product was new the campaign was also supported by an in-store and online offer of 25% off to encourage a valid customer trial.


Channel mix was crucial
Instagram sat at the centre of our campaign. The power of its Custom Audiences to reach lookalikes but also then to create cross-selling opportunities across the range based on interests. We also used it prospecting and retargeting via Carousel and Story ads to showcase the product and test engagement levels between ad formats. Later, in phase 2, the most engaged audiences from other channels were served Instagram ads promoting the whole product collection. This more tactical ad format enabled us to reinforce the messages from phase 1, and drive highly engaged traffic on to the next stage of the customer journey - purchase.

We took advantage of Programmatic Display and ran pixel placement 2 weeks prior to the campaign going live to identify the most relevant audience. Paid Search was important, for both prospecting and retargeting, to scoop up ‘bottom of funnel’ traffic searching for the brand, product and generic terms (such as ‘acne treatment’, directing them straight to Boots.com to buy - heavily promoting the limited time BOGOHP offer to motivate purchases.

Although an established tactic, Snapchat was new for this client but our ability to appeal to the teenage audience relied on it. We also used Snapchat to retarget teenagers who had previously engaged in the ad, creating a simple ‘swipe up to buy’ message for immediate conversion opportunities.


The Results

avene-results1

The campaign smashed our targets by 3.5x creating a very healthy 8,332,690 impressions, achieved across all channels, which converted into sending 13,588 people to Boots to access the product.
Snapchat was our top-performing channel for teens generating an avg. 1.21% CTR compared to an overall CTR on Instagram of 0.13%. We achieved 25% lower eCPSU (effective cost per swipe up) for the teen audience than for young adults (£0.09 vs .£0.12) meaning we paid less per click, allowing us to increase our reach. We fell short of the agreed CTR KPI for Instagram with the data showing the channel to be far less successful than originally thought but this provided key learnings for phase 2 and enabled us to be agile and further refine as the campaign unfolded.

At Sagittarius we specialise in helping your brand go bigger, better, faster - so regardless of your sector if you want to improve results and increase ROI and revenue then please contact us at hello@sagittarius.agency

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.

 

Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

 
Lauren Hill
Lauren Hill
Account Manager
Prior to working at Sagittarius Lauren was based in a Digital Agency in South Africa where she oversaw digital projects focusing on website design and development as well as Social Media. Lauren also has a Bachelor of Commerce Degree in Marketing & Management Sciences and thrives on watching brands grow and being a part of this process, from beginning to end. 
Lauren Hill

Lauren Hill

16 Nov 2020 - 7 minute read
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