Eau Thermale Avène, owned by Pierre Fabre Group Ltd., and a leading expert skincare brand appointed Sagittarius back in 2015 to support with their digital marketing strategy. Since then, we’ve worked on a series of exciting campaigns from UK brand awareness to the promotion of key categories and seasonal product launches!
Most recently we supported the launch of their 2019 Suncare NPDs with a multi-channel tactical campaign targeting three key audiences in a bid to grow the total product category sales.
– KPIs for this campaign included:
– Impressions: 9,300,000
– Clicks: 57,950
– CTR: 1.45%
– CPC: £1
We kick-started this campaign with a focused workshop which allowed our digital consultants to really get under the skin of the products, understand their USPs and determine their target demographics — armed with this information; we created a series of targeted adverts for each new product we could use to speak to each distinct audience. We also created a range ad that was used to raise high-level awareness across all audiences and amongst existing customers of the new additions to Avène’s popular Suncare range.
Taking key learnings from the 2018 campaign, we based Avène’s channel marketing around the traditional consumer funnel; integrating a mix of awareness-raising, prospecting and converting channels that were strategically positioned to serve the user’s intent and ensure maximum high-intent clicks to the stockist (boots.com). This included:
– Programmatic display advertising (prospecting and retargeting)
– Facebook and Instagram in-feed animation, carousel and story ads
– Facebook and Instagram retargeting via collection ads
– Paid search (generic and brand) including responsive search ads
A trial of Pinterest video and promoted pin advertising – this was a new channel for Avène to test potential as part of our ongoing strategy.
Avène Suncare Campaign 2019
Since it’s launch in April 2019 we’ve seen some fantastic results including exceeding Avène’s KPIs with:
– Impressions: 10,901,916 (+17.22%)
– Clicks: 81,766 (+41%)
– CTR: 1.28%
– CPC: £0.49 (-51%)
This campaign also saw Avène’s sun-care sales grow by +32% YoY; April’s sales were particularly strong at +86% YoY during the first month of the campaign.
Overall it’s safe to say this was a real success story for Avène, and we look forward to supporting the launch of their next new product innovations.
“We have loved delivering yet another successful campaign with Eau Thermale Avène. The results are a testament to the great collaborative relationship we have with the team at Pierre Fabre Group who worked with us every step of the way to ensure we had the tools needed to deliver a great campaign with real business impact!” Julia Charlton, Account Manager at Sagittarius
“Sagittarius feels like an extended part of our business and is not only there to offer their digital expertise but also offer recommendations on how to optimise campaigns and out-perform KPIs. The sun care campaign was no different, and we are very happy with the results achieved.” Chelsey Kavanagh, Digital Marketing at Avène
This blog was originally posted by Sagittarius on 15th October 2019.
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