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DIGITAL CASE STUDY: FILORGA

Medi-Cosmetique — a range of revolutionary cosmetic-care skincare
brand enters the Australian market

Synopsis
We implemented a Social and Digital Campaign during the launch of the brand.
Achievements
Achieved over 1.9M impressions.
329K page views on WeChat.
93K impressions on Weibo.
KOL Chinese partnership reaching over 426K views.
330+ unique product reviews.
High purchase intent, with 73% said they would buy Filorga.
Filorga a new skincare brand entered the market in 2021. Our key objectives: to build awareness and provide consumers a reason to believe.
SYNOPSIS
We implemented a Social and Digital Campaign during the launch of the brand.
Achievements
Achieved over 1.9M impressions.
329K page views on WeChat.
93K impressions on Weibo.
KOL Chinese partnership reaching over 426K views.
330+ unique product reviews.
High purchase intent, with 73% said they would buy Filorga.

OBJECTIVES

  • Build reach and brand awareness.

  • Target different customer audiences.

  • Engage heavily within the Chinese community given the brand is ranked in the Top 5 skincare brands in China.

  • Communicate differently to ensure we drove the reason to choose FILORGA vs meso-injections.

AUDIENCE

Gender & Age: Female, 25-44

Interest: Aging, Anti-Aging Cream, Beautiful Skin, Beauty, Exfoliation, Facial, Personal Care, Skin Care, Cosmetics, Moisturizer, Cleanser, Skin, Lotion, Cosmetology, Dermatology, HydraFacial.

The Cosmetics Expert

The  Purchase Maker

New Markets

Chinese Customer

The Cosmetics Expert

Targeting Categories:

Main Interests: Fashion /  Beauty / Makeup / Perfume / Luxury / Shopping / Competitor / Cosmetic

FB/IG Audience Size: 3M-3.5M
MYER Geo: 1.6M

This segment to be targeted through our FB/IG campaigns, WeChat.
Demand on search will be captured by targeting informational searches
The  Purchase Maker

Tactical Audience

Interests: Gifting / parents / partners / anniversaries / birthdays /Moments

Both female and male

FB/IG Audience Size: 550K-600K
MYER Geo: 1.2M

Transactional searches coming from this segment will be targeted by our paid search campaigns.
FB/IG purchase campaign will be implemented to target this audience.
New Markets

Contextual Segments

Cosmetic specific needs: Cosmetic Laser / Cosmetic surgery / Ageing Skincare Needs

Skincare Regime: Specific treatments / Area treatment / Brightening / Whitening

Competitors: SKII / Dermalogica / La Prairie / Alpha H / Ultraceuticals / Cosmetics Skin Specialists

FB/IG Audience Size: 2M-2.5M
MYER Geo: 1.4M

FB/IG campaigns will be our solution to test this new market.
Paid search campaigns that target informational and competitor keywords help us target this segment.
Chinese Customer

Main Interests: Fashion / Luxury Beauty / Travel / Dining Out / Family
Skincare Regime: Cosmetics treatments / Whitening / Brightening

WeChat Audience Size: 1M
FB/IG Audience Size: 200K
MYER Geo: 44K

We’ll test targeting this segment on FB/IG by leveraging language targeting option.
WeChat will support us to target this segment.

STRATEGIC APPROACH

AWARENESS: Intrigue audiences through storytelling

Awareness campaign went across FB/IG to support the brand at this stage, targeting women aged 25-55, both Chinese and English-speaking consumers.

Success metric to measure: Ad Recall Rate & View Through Rate
Social Media: Targeted 25-55 age group, with key skincare interests & LAL.

Credit: Havas Media
Partenered with WeChat to help drive awareness.

CONSIDERATION: Re-engage & drive action to sign up

Audience: Retargeting
FB/IG campaigns to create engagement between the brand and their target audience, whilst driving data collection.
Paid search campaigns will capture demand from informational searches to support the brand to be found.

Success metric to measure: Engagement Rate, CTR & Sign Ups
Social Media: Driving conversion through best sellers & sign-up CTAs

Credit: Havas Media
Weibo channnel utilized for consideration & conversion.

Results

Chinese Channels

On WeChat, we achieved 329K page views, +6.1% vs. planned.
Weibo achieved 93K impressions, 65% were aged between 18-40

CONVERSION: Influencer Partnerships

We engaged with three well-known skincare influencers, all with different skin types and ethnic backgrounds to trial and test the products over 14 days. Each influencer recorded and diarised their experience, highlighting the benefits and changes in their skin.

The Trial Team

Mandy — @mandylikes

Followers:  34.3k
Channel:  Instagram
Profile:  Strong Asian community, beauty editor & contributing beauty writer @mamamia.

Nikki Cruz — @nikki.cruz

Followers:  28.2k
Channel:  Instagram
Profile: Beauty, fashion & skincare content writer.

Roj — @theroject

Followers:  26.5k
Channel:  Instagram
Profile: Existing lover of the FILORGA brand while living overseas.

Weibo Influencers

Results

KOLs Partnerships

Achieve 426K views across two Chinese KOLS.

CONVERSION: Product Reviews

Engaged with targeted consumers to drive trial, brand awareness and advocacy. 
Drove authentic trial-led reviews to Myer online.

Results

Product Reviews

Over 330 product reviews, +221% vs. planned, all directed to Myer.com.
Samplers found Filorga to be effective, hydrating and smoothing.
We received 4.35/5 rating, category benchmark is 4.1/5.
High purchase intent, with 73% said they would buy Filorga.

CONVERSION: Drive Sales

Paid search campaigns captured demand from transactional searches to increase sales at Myer.
FB/IG purchase campaign targeted people who've engaged with the brand at the top of the funnel and drove purchase intent online and instore.

Success metric to measure: CTR
Social Media: Incentivized to draw customers instore or online

Credit: Havas Media

Results

Social Media

Over 1.9M impressions across the campaign.
VTR% achieved over 70% and VCR highest performance was over 59%.

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