Eau Thermale Avène is a leading global derma-cosmetic skincare brand dedicated to sensitive skin. Recommended by the likes of GPs, dermatologists, pharmacists and skin experts, Avène products promote the unique therapeutic properties of their thermal spring water in soothing conditions of atopic dermatitis, psoriasis, eczema and burns. This case study looks at how Greenlight’s campaign for Eau Thermale Avène drove two million social impressions within three months.
Case study summary
• Eau Thermale Avène created a social media campaign to drive awareness of their XeraCalm A.D product range
• The campaign saw an increase of 1800% in share of voice in eczema conversations and two million potential impressions among an eczema audience
The challenge
Eau Thermale Avène wanted to drive awareness of their XeraCalm A.D product range among and eczema focused social audience. The challenge was to build greater relevancy of the product range through increased share of voice in “eczema” conversations, while ensuring an overall healthier social media picture for Eau Thermale Avène.
The strategy
Eau Thermale Avène worked with Greenlight to devise a creative content campaign, targeted towards an eczema suffering audience and integrating all relevant social channels.
The campaign – “The 21 Day XeraCalm Challenge” consisted of recruiting an eczema-affected social audience to participate in a three week challenge, trying out XeraCalm for the first time.
The participants were asked to test and review the product results over a 21 days period off application, while added value content was created to position Avène as an authority in eczema treatment. These were educational and engaging skincare management tips, which were seeded on a daily basis over the 21 days of the challenge.
To leverage social engagement, Eau Thermale Avène set up a Q&A with a dermatologist, who offered expert advice and personalised responses to social audiences living with eczema through a series of video content. This reiterated the relevancy and offering of XeraCalm A.D as not just an eczema product, but as a wider solution to such a sensitive healthcare problem.
The results
• Eau Thermale Avène XeraCalm A.D range received two million potential impressions among an eczema audience in the campaigns first three months.
• The XeraCalm A.D range saw a dramatic increase in share of voice for eczema conversation on social media, from 28 to 663 mentions (1800%).
• Social media engagement increased by 300%. Interactions on Facebook showed an increase in engagement rate from 0.17% to 0.61%.
• The campaign attracted over 250 new potential fans and customers for the XeraCalm A.D range who have tried and tested the product.
• There was uplift in user-generated content. Many visual testimonials for the XeraCalm A.D range were shared on social media, creating a credible body of user generated content for Eau Thermale Avène.
