1.000 QUESTIONS, ONE ANSWER
Transcript of 1.000 QUESTIONS, ONE ANSWER
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1.000 QUESTIONS, ONE ANSWER
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Among the most important
Cosmetic- Dermatologist
companies Worldwide
Selling Channel:
Pharmacies
Cutting-hedge techniques for
scientific product research
High quality reached
through technical and
aesthetic perfection
Istituto Ganassini
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• Defend and overcome the high competition from other
multinational competitors
• Detect a strategy to mantain the market share of the top
product: Rilastil, a dermatologic cream for women stretch
marks
• Cross-seeling on other Ganassini’s products
• Develop emphaty and relationship with the customer
CLIENT’S NEEDS
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STRATEGY
• Re-position the top product (Rilastil for strecth marks) towards
cosmetic use after the pregnancy period
• Increase engagement with consumers through the creation of
informative and emphatic content (Inbound Marketing)
• Deeper analysis and profiling of customers (CRM)
• Cross-selling activities to other products according to the
consumer profile (data driven marketing)
• Creation of a Customer Journey and a personalized relationship
with the customer (Content Marketing)
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HOW
A cross-channel project targeting MOMS-TO-BE
and NEW MOMS through different touchpoints and
personalized contents.
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HOW
A cross-channel project targeting MOMS-TO-BE
and NEW MOMS through different touchpoints and
personalized contents.
EASY, RIGHT?
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• Become the reference point for future moms
during the most important 9 months of their
lives.
• Offer a pregnancy-dedicated website to
answer their questions and uncertainties
• Provide multichannel strategy full of
informative and emotional contents.
HOW
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CONCEPT
1.000 QUESTIONS, ONE ANSWER:
Rilastil for strecth marks
YOUR QUESTIONS!
When you find out you are pregnant, there is
something growing at a faster pace than your
belly:
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VIDEO
The concept is shared through a video on Web, Media
e Cinema channels.
The video shows the central focus the website
gravidanza.rilastil.it
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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WEBSITE
• The website is the core engine of the project
• It is developed according to SEO methods in order to
be listed on top on Search Engines when selected
key words are displayed (‘Questions’)
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WEBSITE
The structure:
• 9 Months with You – an online entertainment
magazine
• My Diary – a reserved are for the customer
personalized depending on the month of
pregnancy
• My Beaty Routine- beaty advice from Rilastil
• Remise en Forme – a section for New Moms
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WEBSITE
9 Months with You
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WEBSITE
9 Months with you: in every month section,
6 sub-sections are availabe
MEDICAL
ADVICE
CLOTHING NUTRITION HEALTH
AND WELLBEING
INSIGHTS ON
MOTHERHOOD
SPORT
AND FREE TIME
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WEBSITE
My Diary
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WEBSITE
To access My Diary users need to sign up for Premium
content and get access to personalized promotions on
products.
Entertainment and informative activities are periodically
to provide Moms-to-be and New Moms with a fun and well-
rounded experience on the website and the brand
9 months Movie Question Wall
Spotify My Pregnancy Scapbook
It’s a Boy/Girl! ‘m’ama' kit
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WEBSITE
9 months Movie
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WEBSITE
Question Wall
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WEBSITE
Spotify
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‘M’AMA' kit
WEBSITE M-AMMA (MUM) AMA (LOVE)
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WEBSITE
My Beaty Routine
Cross-selling
on other
Ganassini’s
products
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WEBSITE
Remise en Forme
Increase the
cosmetic
use after the
pregnancy
period
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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SOCIAL NETWORKS
Facebook, YouTube and Instagram were the most important
channels for Adv campaigns to create traffic on the website
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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GOOGLE PAID
Adv campaign were realized according to the key
words (‘Questions’)
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Google Display Video
GOOGLE PAID
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Google Search
GOOGLE PAID
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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NEWSLETTER
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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MEDIA
Cinema E TV
CINEMA & TV
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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MEDIA
Radio
RADIO
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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PRESS
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POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
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POS
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WATCH PROMO VIDEO
https://www.youtube.com/watch?v=CXSCRBl6KgQ
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RESULTS
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14. 765 New Moms registered in My
Diary
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66.000 Website visits
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2.500.000 Video views
2.370.000 People reached by
posts
20.000 Likes
6.000 Shares
20% Fanbase increase
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Thanks