| Eurobest 2013 | ||
|---|---|---|
| Branded Content & Entertainment | BEST USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA | Bronze |
Client IDI FARMACEUTICI (MERCK, SHARP AND DOHME GROUP)
Product PHARMACEUTICAL PRODUCTS
Entrant LEO BURNETT Milan, ITALY
Type of Entry Branded Content & Entertainment
Category BEST USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA
Title CINZIA YOUR SKIN FRIEND
Product/Service PHARMACEUTICAL PRODUCTS
Entrant Company LEO BURNETT Milan, ITALY
Contributing Company LEO BURNETT Milan, ITALY
Contributing Company 2 FABBRICA VIRALI Milan, ITALY
Alessandro Antonini Executive Creative Director
Francesco Bozza Executive Creative Director
Cristiano Tonnarelli Creative Director
Giuseppe Pavone Copy
Paolo Boccardi Digital Creative Director Arc
Andrea Torcoli Digital Strategist Arc
Serena Micieli Digital Art Director Arc
Describe The Campaign/Entry:
The Italian market has historically been characterized by a strong penetration and a massive investment in traditional media. The Branded Content is a growing phenomenon strongly related to the widespread diffusion of digital devices such as smartphones and tablets. Companies, especially for brand awareness issues, still prefer to plan on traditional media. On the other hand the economic crisis pushes towards digital investments but the conversational nature of the web is still a strong deterrent for the the spread of branded content on digital medias. Actually the problem is the increasing mass of the elusive consumers. That’s why is crucial to use alternative tactics to engage them on non traditional media. Our market is still small when considered in terms of absolute value but potentially interesting for ads investments .
Results:
IDI is a niche company but at the cutting-edge of dermatological research. The awareness is low compared to the value of its products. It’s not appealing for people who barely came in contact with its products. The objectives were to broaden awareness and discussion about the brand delivering the message of “The true skincare experts” and increase people participation to Dermaday: the free skin check-up by IDI. If you want a proper skin care it’s better to rely on specialists. The communication strategy leverages on the most common digital behaviour: “People go on Youtube and trust on tutorials trying to find home-made remedies for their skin problems”. We created a fake YouTuber “Cinzia” releasing absurd and funny skincare remedies. We introduced then a dermatologist who answered to Cinzia’s tutorials scientifically demonstrating their inappropriateness. While the dialogue between the two was settled the brand was progressively introduced delivering the message “the true skin care experts” on Cinzia’s YouTube Channel. We placed on the videos institutional messages (external annotation, custom skin, display ad) by IDI driving people to Dermaday website and inviting them booking a free skin check-up. The creative execution involved most followed platform (YouTube, Facebook, Twitter and Instagram) based on video and textual contents. The strength and originality of the strategy relies on the usage of settled dynamics and behaviours amongst our target to demonstrate that the opposite behaviour – rely on specialists - is the right one. The tone of voice and the funny and engaging contents produced help in spreading for free on traditional media (TV and Radio) the initiative. The originality lies in the innovative use of a conversational platform to obtain a direct response.
Our target audience was led through content thanks to a digital PR campaign and a first release of content through selected bloggers. The popularity rise was natural and spontaneous thanks to the viral nature of video contents. In fact setted the popularity on YouTube, Twitter and Facebook became more and more populated without a specific display or PR activities. Our video contents were spread also on tv and radio broadcasts and helped us enlarge our audience and became more and more relevant on our digital platforms.
+80% traffic increase to the Dermaday Skincare Website. More than 20 millions of media impressions. Over 1 million views in the first month. 2.541.000 watched minutes. More than 45.000 online conversations about skincare. Skincare relevance on Google Trends: +32% More than 40.000 comments e shares on Facebook e YouTube Facebook 8015 fans on Facebook Fan Page 632.000 post total reach 1.300.000 post total impression 82.000 viral reach (users for 1 story) 3.340.000 friends of fan reached 27.000 weekly total reach (FB peak) Twitter 620.000 total reach with only 1.200 followers Blog 320.000 views from a blog 2.560.000 blogs impression 40 blog published our video 165 articles on blogs and websites Dermaday 100.000 IDI’s Dermaday check-ups +50% IDI’s Dermaday check-ups. Skincare relevance (Google Trends) Gen 2013: 68% Apr 2013: 100% Skincare as a keywords (Google Ads) Apr 2013: 1.830.000 local monthly research + 10%