Stratégie 360°, production digitale Média & performance
Founded in France 40 years ago, the NAOS Group possesses two global brands of cosmetics: Bioderma and Esthederm. While well-established in France, Bioderma and Esthederm do not have the same brand recognition in Canada. To rectify this situation, ressac developed a number of targeted strategies.
A digital identity
Articulating a distinctive digital identity is essential to create original content that will support the positioning of the brand attributes in a natural and inspiring way. Since Bioderma’s Facebook community currently has millions of followers around the world, the narrative that the brand would develop and share across social media platforms will be a key driver to ensure a solid level engagement with the public.
Original content + Instagram = 🙌
Ressac recommended introducing the brand in Canada and the United States through Instagram. Neither Bioderma nor Esthederm had a presence in these two key markets.
A number of photoshoot sessions allowed us to create a large, high-quality visual materials database. We used these materials to create hundreds of unique content pieces specifically tailored for social media. This approach allowed Bioderma and Esthederm to maximize the profitability/impact ratio as it tried to carve a niche in the social media sphere across North America.
Two new websites
To turn the content ressac developed into effective conversion rates, along with the social media strategy we supported an initiative to perform a major redesign of the Bioderma and Esthederm Websites, respectively. Both new sites featured an updated user experience, a fresh design, as well as a more functional content structure aimed at maximizing the potential for engagement.
Results
Through a content strategy adapted to the market and channel, Bioderma and Esthederm were able to boost the number of Instagram followers to over 35,000 in a short period of time and with a minimal investment.
