Transform a ‘dull’ and ‘medicated’ skincare brand with little awareness outside of the prescription category into a desirable consumer must-have with the launch of two new over-the-counter (OTC) products for dry and eczema-prone skin.
With two in five (44%) dry skin sufferers reporting that they feel stressed on a daily basis, we tapped into the holistic health and wellbeing trend to launch the ‘Soothing Mind & Skin Campaign’. A creative communications campaign that cast a spotlight on how itchy skin can physically and mentally impact the lives of dry skin sufferers.
The campaign consisted of a two-pronged media approach, leveraging consumer research and tips from a leading psychodermatologist to land earned coverage and two paid partnerships with a mixture of targeted product sampling and advertorials in Get The Gloss and Healthista. This was underpinned by an influencer marketing programme which served to drive recommendation, but crucially help drive relevance amongst this trend-aware audience.
The integrated marketing campaign reached over 53 million people with 23 pieces of earned media coverage including stand-out features on daytime TV show This Morning and The Daily Express.
We reached 6.2 million via paid amplification and a further 512,000 impressions and 19,000+ engagements via our organic influencer marketing activity.
Crucially, Diprobase saw a +8.5% increase in retail sales (Chemist), +10.3% increase in retail sales (Online) post campaign.