MACRO & STAR INFLUENCERS
Case Study
At the end of 2023, we teamed up with Laboratories Uriage to develop an influencer marketing plan to raise awareness of their innovation Hyséac 3 Regul+ in the Spanish market. The focus was on the trending social media TikTok, where we found a younger audience.
Uriage is a dermatological laboratory that takes advantage of the properties of a unique thermal spring water providing triple barrier protection for the skin and treating different needs and pathologies in depth. Its product Hyséac 3 Regul+ corrects all types of imperfections in oily skin with acne tendency.
The key lies in the influencers selection
In order to achieve our objectives, we created a strategy with a mix of 10 macro & star influencers who had the mission to educate potential consumers about the ingredients and benefits of this product, as well as how to use it.
On one side, we selected 7 influencers with a prescriber’s profile. In this case, they were pharmacists and dermo-cosmetics specialists, who recommend and indicate the use of products on a daily basis. By using this type of profile, our objective was to enhance the credibility of the recommendations, as they were made by a professional. Among them were profiles such as @farmaceuticofernandez (with 3M followers on TikTok), @infarmarte (951K followers) and @alvaroplaton (914K followers).
On the other hand, we invited 3 influencers who share content related to skincare (@nadiskin and @masbearzt) and lifestyle (@its.pauladiaz).
+13,3M impressions to boost product awareness
The content creators showed how to use the product, explaining its composition and benefits for rebalancing the acne microbiome and reducing imperfections in just 4 hours. By the end of the campaign, the 15 pieces of content generated by the brand’s experts reached +870,000 views organically, which was boosted with paid media achieving +13,3M impressions in total. We achieved +1,290 hours of video streaming on TikTok, with an engagement rate of 8.7%.
Our ambassador communities were delighted with the content and shared positive comments about the product in the videos:
“What a top product! I’d love to try it”
“I think it’s great that it regulates the microbiome, it is so cool”.
Scroll down to discover the KPIs.
Total impressions
Organic views
Hours of video streaming
%