Advertiser: IDI FARMACEUTICI (MSD)
Agency: LEO BURNETT
Category: Corporate Image & Information
Advertising campaign: CINZIA, YOUR SKIN FRIEND
Exec. Producer Fabbricavirali: Cesare Fracca
Account Manager: Cristina Lupi
Social Media Manager/Digital Strategist: Andrea Torcoli
Creative Director: Cristiano Tonnarelli
Copywriter: Giuseppe Pavone
Agency Producer: Monica Rossi
Director: Nik Bello
Digital Creative Director ARC: Paolo Boccardi
Group Creative Director: Riccardo Robiglio
Marketing Associate Director Merk Sharp/Dohme: Luca Maria Pellegrini
Digital Art Director: Serena Micieli
Planner: Ornella Vittorioso
General Manager ARC: Claudio Ragni
Community Manager: Iris Gavazzi
Group Creative Director: Paolo Dematteis
Senior Specialist Global Communication Merk Sharp/Dohme: Chiara Romagnoli
BU Diversified Director Merck Sharp/Dohme: Flavia Binetti
Producer Fabbricavirali: Francesca Valenti
Account Director: Jlenia Delvecchio
Strategy
The business goal was to support distribution and sales of IDI products throughout the country especially in the North Italy. The marketing and communications objective were to increase IDI awareness and positioning it as 'The true skincare experts'.IDI is a niche company but at the cutting edge of dermatological research but not so appealing for people who barely came in contact with its products. The awareness is very low compared to the value of its products.The insight we used was the most common digital behaviour: 'People trust on tutorials'.It was relevant for people because the contents amused and engaged them from the very beginning around skincare. It worked for the client because the idea allows them to spread just the right message ('The true skincare experts') in opposition to Cinzia’s skin home-remedies while broaden awareness.
Execution
Translating the insight into a media channel was quite simple: we chose to create a strongly integrated media platforms starting from YouTube: the tutorial hub. The others conversational platforms were Facebook and Twitter to broaden target reach and support video which became a real viral. YouTube has been used to distribute video contents: Cinzia’s absurd tutorials on skincare. Facebook as conversational platform was involved to spread the videos and fuel the dialogue with fans. Twitter has been used as a means of P.R. and was crucial to earn media such as radio and tv broadcasts.
Effectiveness
Results+80% traffic increase to Dermaday Skincare WebsiteMedia impressions: more than 20 millions Over 1 million views on YT (first month)2.541.000 watched minutesMore than 45.000 online conversations about skincareSkincare relevance on Google Trends: +32% +37% IDI’s Dermaday check-upsMore than 40.000 comments e shares on Facebook e YouTube165 articles on blogs/websitesFacebook8.015 fans 632.000 post total reach1.300.000 post total impression82.000 viral reach (users for 1 story)27.000 weekly reach3.340.000 friends of fan reachedTwitter620.000 total reach with 1.200 followersBlog320.000 views 2.560.000 impression40 blog published our video