Inspiration & Challenge
To engage Vichy’s 35-50-year-old female audience in Sweden, the brand wanted to convert awareness into purchase and establish Vichy’s credibility within the difficult-to-reach Pharmacy Market as a purpose-driven medical brand with consumers’ needs at the heart. Just as Vichy was about to cease all influencer activity due to unsuccess with other agencies, the brand came to BDB to deliver a first-of-its-kind 360 touchpoint campaign. Instead of multiple influencers, we chose one brand ambassador to become Vichy’s authentic face and true ambassador and took an integrated approach that resonated.
Execution & Creativity
We chose one brand advocate to build authenticity for the brand’s voice. Our always-on influencer strategy revolved around the power of routine in tackling signs of ageing, with Ebba Kleberg von Sydow advocating the relevant Vichy products and showing her skin transformation via social-first content during key activations throughout the year. This ensured we resonated with our target audience at every point of the customer journey, allowing us to build an effective brand relationship over time. Ebba’s quality, on-brand content went live on her Instagram and blog, as well as on Vichy’s channels. And her content went far beyond social, appearing in-store, on CRM and Paid Social Ads, and on e-retail channels.
FACTS & FIGURES
The 360 integrated campaign incorporating SoMe, Paid Media and E-retailer involvement with just one influencer proved effective in establishing Vichy as a trustworthy and authentic brand in the Nordics and uplifted the sales figures dramatically. Due to the campaign’s success, Vichy and BDB are now replicating this integrated digital ambassador programme in Norway and Finland in 2021 and beyond. This campaign was awarded the Most Effective Influencer Campaign at the Effective Mobile Marketing Awards 2021.