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HRA Pharma wanted to equip its global markets to produce best in class organic social content and influencer campaigns for three of its brands – Compeed, Mederma and ellaOne.
There was no exisiting social strategy, influencers had been used by a handful of markets and these were brands in very different places – from established across the globe to gearing up to launch outside of the US. So we needed very distinct strategies for each, facilitating a transformation of approach across social, markets and audiences.
To deliver a social strategy that would work for multiple markets, we completed a thorough audit of owned content performance, competitors and our audience. This involved in-depth multi market social listening in English, Thai, German, Italian and Spanish, working with local language experts to understand the nuances of each market. We also worked with a partner agency in China to deliver insights specific to the Chinese market, as the digital channel landscape there is totally different.
To ensure our strategy was also compliant across markets, we mapped the local regulations for each of the brands’ products across the global markets, so this could be baked into the strategy.
To create the strategy, we ran 6 local market workshops where we presented our strategy to stress-test it with the people who would be activating it. We also used these sessions to generate content ideas which we then fleshed out into content pillars and best practice examples, alongside thorough guidelines for executing the strategy.
We delivered detailed global strategies, playbooks and activation guidelines for HRA Pharma’s brands, which each market felt part of creating, equipping them to deliver best in class organic social and influencer campaigns. With a new strategy linked to each brands’ ambitious business and marketing objectives, the global markets are in a strong position to execute social and influencer content with excellence at a local level, in alignment with the global strategy.
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