Bh13 case study_cetaphil_v7
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“My winter skin care strategy is to use a good moisturizing cream in the morning and before bed. After reading your review, I plan to shop for Cetaphil skin care products!” –@CTong CASE STUDY
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Transcript of Bh13 case study_cetaphil_v7
“My winter skin care strategy is to use a good moisturizing cream in the morning and before bed. After reading your review, I plan to shop for Cetaphil skin care products!”–@CTong
CASE STUDY
SALES INQUIRIES CONTACT: KAREISHA QUESTEL, 212.404.3274 OR [email protected]
Photo Credit: roseannetangrs.com
OBJECTIVE Raise awareness of Cetaphil skin care products and
drive sales
BLOGHER STRATEGYSTORYTELLING20 BlogHer Influencers reviewed Cetaphil’s skincare
products, encouraging readers to upgrade winter
skincare regimens and download a $3 coupon
SOCIAL ENDORSEMENTAcross blogs, Pinterest, Twitter and Facebook,
women shared their winter skin care strategy with
readers, followers, friends
DIRECT RESPONSEDrove coupon prints through two “social boom”
programs where for each “boom” approximately 100
Influencers posted a short Cetaphil message at the
top of their blogs
WINAll readers and commenters offered a chance to win
a $100 gift card
HIGH-IMPACT MEDIAPrecision-targeting of “Interested but Constrained”
and “Skin-Care Obsessed” demographic via
roadblocks ads and custom creative
CAMPAIGN RESULTS
145X MORE LIKELY TO PURCHASE PRODUCT* *Custom Vizu Study
BLOGHER POSTS WERE TOP-REFERRING DOMAIN
MET BRAND’S MAIN KPI BlogHer contributed more than 33 percent
of all media driven to coupon prints
4X INDUSTRY AVERAGE EXPANSION RATE + CLICK-THRU
“I’ve been using Cetaphil lotion now for a couple of years. My dermatologist recommended it. I will have to try their other items as well!”-@Laura Boswell
