IDI Pharmaceuticals: CINZIA, YOUR SKIN FRIEND

Credits & Description:

Advertiser: IDI FARMACEUTICI (MSD)
Agency: LEO BURNETT
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertising campaign: CINZIA, YOUR SKIN FRIEND
Exec. Producer Fabbricavirali: Cesare Fracca
Social Media Mng./Digital Strategist: Andrea Torcoli
General Manager ARC: Claudio Ragni
Bu Diversified Director Merck Sharp/Dohme: Flavia Binetti
Producer Fabbricavirali: Francesca Valenti
Copywriter: Giuseppe Pavone
Group Creative Director: Paolo Dematteis
Agency Producer: Monica Rossi
Group Creative Director: Riccardo Robiglio
Digital Art Director: Serena Micieli
Creative Director: Cristiano Tonnarelli
Account Manager: Cristina Lupi
Marketing Associate Director Merck Sharp/Dohme: Luca Maria Pellegrini
Digital Creative Director Arc: Paolo Boccardi
Sr. Specialist Global Communications Merck Sharp/Dohme: Chiara Romagnoli
Community Manager: Iris Gavazzi
Account Director: Jlenia Delvecchio
Director: Nik Bello
Planner: Ornella Vittorioso

Client Brief Or Objective
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 campaign objective was to broaden IDI target and invite them joining the Dermaday: the free skin check-up offered 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 when it comes to skincare: “People trust on YouTube tutorials trying to find home-made remedies for their skin problems”.

Outcome
Results+80% traffic increase to the Dermaday Skincare WebsiteMedia impressions: more than 20 millionsOver 1,2 million views on Youtube2.541.000 watched minutesOnline skincare conversations: more than 45.000 Skincare relevance on Google Trends: +32% +37% IDI’s Dermaday check-ups.Shares & comments (FB+YT): more than 40.000 comments 165 articles on blogs and websitesFacebook8.015 fans 632.000 posts reach1.300.000 posts impression82.000 viral reach (users for 1 story)27.000 weekly total reach (FB peak) 3.340.000 friends of fan reachedTwitter620.000 total reach with 1.200 followersBlog320.000 views 2.560.000 impression40 blog published our video

Relevancy
The strength and originality of the creative relies on the usage of settled dynamics and behaviours amongst our target just to demonstrate that the opposite behaviour – rely on specialists - is the right one. The originality lies in the innovative use of a conversational platform to obtain a direct response. The growing phenomenon of YouTubers in Italy led us to create a dialogue between our brand and users just where the conversation takes place.

Implementation
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 setted the brand was progressively introduced delivering the message “the real skin care experts” on Cinzia’s YouTube Channel. The creative execution involved most followed digital platform (YouTube, Facebook, Twitter and Instagram) based on video and textual contents. We placed on the videos institutional messages (external annotation, custom skin, display ad) by IDI Farmaceutici driving people to Dermaday website and inviting them booking a free skin check-up.