Vichy and Billion Dollar Boy
Vichy Ambassador x E-retailer Partnership
Although L’Oreal-owned Vichy boasted high brand recognition in Sweden, it was losing its share of voice and sales to competitors so needed to do more to engage its 35-50-year-old female audience. To do this, the brand wanted to convert awareness into purchase and establish Vichy’s credibility within the difficult-to-reach Pharmacy market as a purpose-driven medical brand with consumers’ needs at the heart. Just as the brand was about to cease all influencer activity due to a lack of success with other agencies, it came to Billion Dollar Boy (BDB) to deliver a first-of-its-kind 360 touchpoint campaign.
The goals of the campaign were to amplify Vichy as a relevant pharmacy skincare brand in Sweden; -partner with authentic brand advocates to endorse Vichy’s values and medical expertise; educate consumers on Vichy’s accredited anti-age franchises; and boost conversion by driving traffic to physical pharmacies store or eCommerce sites.
Selecting the right brand advocate would be key and research told the agency that when it comes to skincare, Nordic women preferred quality over quantity; like consistency; were loyal to good products in a routine; and preferred buying from Pharmacies due to stock selection and expert advice. Instead of multiple influencers, the agency chose one brand ambassador, Ebba Kleberg von Sydow, a journalist, TV presenter and mother, ensuring she had at least a 60 per cent local audience following to ensure maximum coverage and matched Vichy’s franchises. Alongside her, mid-tier influencers with a high engagement were used to help drive relevance and reach.
BDB partnered with leading eRetailer Apotek to promote three franchises across all digital touchpoints including social, in-store, paid media and the Apotek website, merging advocacy and sales.
The always-on influencer strategy revolved around the power of routine in tackling signs of ageing, with Ebba advocating the relevant Vichy products and showing her skin transformation via social-first content during key activations throughout the year. When summer arrived, for example, she told audiences how to switch up their skincare routine to include stronger protection with the Capital Soleil range. This was communicated through Instagram and Blog posts. To encourage pharmacy visits, Ebba engages with Vichy’s medical experts in-store to learn about skincare before trialling the products at home. Ebba also trialled Vichy’s Skin Consult process which uses AI technology to identify skin concerns and recommends suitable Vichy products. Ebba compiled over 10 stories demonstrating how to use the tool.
The ambassador strategy was complemented with a targeted paid media plan to bring it back to sales and consideration. By taking influencer content and optimising it for ad usage on Facebook and Instagram, the campaign directly and cost-effectively targeted a larger and more specific audience. BDB used its own proprietary tech solution to approve, track performance and optimise content in real-time at all stages of the campaign, enhancing collaboration.
At the time of entry, the campaign had delivered 165 pieces of content; 83 paid pieces of content; 58 pieces of value-add content, showing Ebba using the products authentically; plus an estimated 1.3m Story views and 503,000 views of Ebba’s blog posts. In addition, featured products showed significant sales uplift.
A well thought-out and executed campaign, which more than delivered on its KPIs.
Judges’ View: “A real example of influencer marketing optimized across channels to drive awareness through to sale. The team should be super proud of this campaign and its flawless execution.”
Most Effective Influencer Campaign
Vichy and Billion Dollar Boy – Vichy Ambassador x E-retailer Partnership
Other Shortlisted Entries
Deutsche Telekom and Mindshare – What We Do Next
Disney and Titan Digital Media – Disney+ Launch Campaign
Ocean Spray and Captiv8 – Ocean Spray Craisins 2020 Holiday Campaign