Inspiration & Challenge
Vichy was losing out on market share in Sweden and Norway to competitor brands, and was about to cease all influencer activity due to a lack of success with other agencies. To drive consideration as a leading medical skincare brand, Vichy sought an advocacy programme – so BDB facilitated an exclusive long-term partnership with one hero brand ambassador.
Execution & Creativity
Partnering with local celebrity Ebba Kleber von Sydow and leading e-retailer Apotek, we promoted three franchises across all digital touchpoints including social, in-store, paid media and e-retailer website – merging advocacy and sales! A real 360 touchpoint campaign, one of the first of its kind at BDB.
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. 99% of Vichy’s Mineral 89 Collection sold out, with a 60.7% sell out rate for the LiftActiv Collection. The brand also saw an 80% increase in new visitors and users of Vichy’s Skin Consult Analysis Tool.
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.