Lubriderm Promo, Case study WE EXFOLIATED THE MAG!! by Mediawise

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Industry Skin Care
Media Promo & PR, Case study
Market Colombia
Agency Mediawise
Released August 2010

Credits & Description

Category: Best Use of Print
Date of First Appearance: Aug 11 2010
Strategy Director: Luisa Mendoza (MEDIAWISE)
Service Manager: Claudia Leyva (MEDIAWISE)
Planning Director: Claudia Romero (MEDIAWISE)
Media placement: Print- 1 Page Ad - TV Y Novelas - 11/08/2010
Media placement: Print- 1 Page Ad - FUCSIA - 11/08/2010

Insights, Strategy & the Idea
In the daily lives of women, they want to do several things at the same time, but they also want to be practical and take care of themselves day after day. LUBRIDERM, the number 1 in SOM for Body Lotions in Colombia, found an ideal formula for women in a single product: LUBRIDERM CELL RENEWAL LOTION, thanks to its advanced formula: EXFOLIATES AND MOISTURIZES, affirming the brand´s leadership in product innovation.

For users the moisturizing attribute was obvious, but exfoliation, was our challenge. With budgetary and communication constraints, we just had a single page ad, but as media, we felt the need to become more noticeable in an innovative and easy way for women to understand the exfoliation concept.

Creative Execution
How to expand knowledge on exfoliation through media, if we only had a single page ad? We took a conventional page ad and made it interactive, in a way that we could communicate the most complex attribute to explain: exfoliation.

We gave it life, making women feel the experience in a tangible, practical and simple way. We made exfoliation a clear action, through 3 basic steps:
1. Feeling a rough texture, simulating rough skin
2. Peeling off the rough layer, to exfoliate the rough skin
3. Revealing smooth sensation texture, simulating exfoliated skin

We exfoliated the most read magazines for women in Colombia such as "TV y Novelas" and "FUCSIA"

Results and Effectiveness
We Exfoliated the magazine through senses, activating the brand in users´ minds, thus, increasing TOM in 21%.

Women not only experienced and interacted with the piece, but they also sought for our product, which increased sales by 16% only 6 months after LUBRIDERM CELL RENEWAL LOTION was launched. This represented 10% of the total sales of the brand, positioning Lubriderm as the category leader in the minds of consumers.