SKINOREN by Immedia Holding for Acne

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SKINOREN

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Russia
Agency Immedia Holding
Released May 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: BAYER (INTENDIS)
Product/Service: ACNE TREATMENT PRODUCTS
Agency: IMMEDIA HOLDING
Date of First Appearance: May 18 2009 12:00AM
Entrant Company: IMMEDIA HOLDING, Moscow, RUSSIA
President/Chief Executive Officer: Galina Epishkina (Immedia Communication Group)
Vice President/Executive Director: Sergey Shelonin (Immedia Communication Group)
Strategic Planning Director: Mina Hachatryan (Immedia Communication Group)
Media Director: Daria Donskaya (Immedia Communication Group)
Client Services Director: Sergey Kurgansky (Immedia Communication Group)
TV Manager: Vyacheslav Dolgoshia (Immedia Communication Group)
Media placement: TV (Product-Placement) - 23 Full Integration (Oral Mentioning, Product Demonstra - TNT, Dom-2 Project - 18 May 2009
Media placement: TV (Product-Placement) - 8 Non-Full Integration (Product Demonstration, Dynamic - TNT, Dom-2 Project - 18 May 2009
Media placement: Press - 5 Placements, 2/1 Pages Each - Dom-2 Monthly Magazine - 25 May 2009
Media placement: Internet - 2 800 000 Banners Placements - www.dom2.ru - 18 May, 2009

Results and Effectiveness
Brand Health indices increase (TNS Gallup, Russia): Year & Quarter/Awareness/Purchase/Loyalty 2008 Q4 / 5.6/ 0.7/ 0.3 2009 Q1 /5.7/ 0.8/ 0.2 2009 Q2 /6.1/ 0.8/ 0.2 2009 Q3 /7.6/ 1.1/ 0.4 Consumer awareness increase - anti-acne products consumers (TNS Gallup, Russia) Awareness: +0.3% Purchase: +2.3% Loyalty: +2.1% Sales increase with considerable season-sensitive dynamics (Business-Analytics, Russia 2009) Reference point – the month before the Campaign launch (April 2009): Apr’09: 0% May ’09: 15% Jun ’09: 79% July ’09: -20% Aug ’09: -3% Sept ’09: 48% Oct ’09: 7% Total sales increase (April – October ‘09) in absolute money estimation: 254%

Creative Execution
Agency offered sponsorship integration in “Dom-2” (House-2) media-project: www.dom2.ru It was the very first case of anti-acne product product-placement in media-project. Integration format: TV: Product placement in Dom-2 TV reality-show: Product demonstration, oral Brand mentioning, oral discussion of Product advantages PRESS: Advertorials in monthly magazine Dom-2 – magazine issued within the media-project Dom-2 INTERNET: banner campaign on Dom-2 web-site: www.dom2.ru

Insights, Strategy & the Idea
Challenge: to develop a communication strategy able to give new impulse to brand development in Brand life cycle stagnation, sales decrease and restricted budget (Budget allocated for the project – below the market average). Marketing situation before the campaign launch - long-term stagnation of key Brand Health Indices: Awareness / Purchase / Loyalty 2007: 5.9 / 0.7 / 0.3 2008: 5.6 / 0.7 / 0.3 2009 Q1: 5.7 / 0.8 / 0.2 Agency segmented TA in 4 clusters, according to social-demographic, psychic typology and consumer behaviour: - Male/female 18-24 (appearance priority) - Female 25-35 (carefully caring for themselves) - Female 35-54 (anxious mothers) - Male/female 30-54 (professional dermatologists) Agency elaborated the communication strategy, providing coverage of all 4 TA segments with maximum communication and cost efficiency. Smartly-balanced media mix, designed and offered by Agency, secured synergetic communication effect. Agency offered a media-project with TA maximum relevant to Product TA.