LOOKS by Salem for EFFACLAR DUO

LOOKS

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Industry Skin Care, Business equipment & services, Corporate Image
Media Direct marketing, Promo & PR, Case study
Market Brazil
Agency Salem
Art Director Flavio Takahashi, Daniel Marino Schiavon
Released January 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: L'ORÉAL - LA ROCHE POSAY
Product/Service: EFFACLAR DUO - DERMATOLOGY PRODUCT
Agency: SALEM
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Art Director: Daniel Schiavon (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
Mirror Producer: Raphael Nelli (Salem)
Marketing Manager: Gabriela Athayde (L' Oréal)
Media placement: Dimensional Mailing - Direct Mail - 01 February
Describe the brief/objective of the direct campaign.
La Roche-Posay has just launched a revolutionary product on the dermatology market: Effaclar Duo. This product was developed to act simultaneously on the two signs of acne-prone oily skin: imperfections and clogged pores. Effaclar Duo combined 5 dermatological active ingredients into a single skin-treating product. Because it was a revolutionary release, the company decided to develop a campaign targeted to 70 of the most important journalists in the country from the dermatological field. The objective was to impact them to publicize the product in the specialised media.
Explain why the creative execution was relevant to the product or service.
The pieces were sent in two stages to reinforce the double-action product concept. In the second box, we sent a sample a normal size product, a personalised letter and an information leaflet. The tone of the texts and layout of the piece were executed with a view to respecting the La Roche-Posay brand identity. And the care taken with production of the piece gave weight and seriousness to this major company release.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A piece was created to attract the attention of journalists and sent in two stages: a teaser and a core piece. In the first stage, a box was sent with a mirror that magnified the face of the person looking into it. In the piece, we mentioned how dismaying it could feel to see oneself so close up. Two days later, a second box was sent with another mirror in which the journalists saw himself normally. The message was that his dismay would no longer be felt using Effaclar Duo.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The total campaign investment was USD 5,000.00 for a total of 70 pieces, representing USD 71.43 per mailing. The impact made on journalists was so strong that the piece led to the creation of additional media material equal to an investment of USD 150,000.00. Comparing the investment with the result, the ROI was 96.67%. As such, there was a return of USD 96.67 on each dollar invested.