Most Popular in:
Case Study: Media Mix Conveys Heart of Brand; Establishes Foothold in the Market
By: Ross Glick
Posted: August 31, 2011, from the September 2011 issue of GCI Magazine.
page 2 of 3
Indelible produced a sophisticated, clean website designed to speak to the audiences on many different levels. An easily navigable home page greets visitors with an invitation to watch an introductory video that tells the soup-to-nuts story of Love Life Skin. The “How it Works” and “Results” sections delve a little further into the science and technology of the formula.
The “Testimonials” section features written and video testimonials from customers and cancer patients who have experienced the products’ effects firsthand. Finally, in the “Products” section, customers may purchase any of the four Love Life Skin products ($65–150), with 10% of the proceeds going to the Ovarian Cancer Research Fund. On March 15, 2011, a Facebook page was launched, and the first ad buy was made. The Facebook page delivered a straightforward, empowering message that immediately struck a chord with women. The target consumers were receptive to the brand from the very start, and a lot of women commented and liked all of the Facebook posts from the beginning.
Despite Love Life Skin’s positioning in the beauty industry (a new brand with relatively little advertising), the ad buy yielded notable results, as well. Every weekly and bimonthly report showed increases, and they projected increases for the end of the campaign because the rate at which fans were acquired kept increasing. A large percentage of these fans arrived at the page organically, an unusual phenomenon for such a fledgling product with a modest marketing budget. Less than one month after launch, the Facebook page acquired 2,600 fans. Several weeks later, it reached 7,000. The success of Love Life Skin’s Facebook page is evidenced by the cost per Facebook fan: Indelible was initially benchmarked at $5 per Facebook fan. In actuality, the cost per fan is $1.85.
“Indelible understood how to present Love Life Skin not only as a beauty product, but as a brand with both science and soul,” says Flynn. “Love Life Skin is for women who just want to feel good about themselves. Indelible grasped that fundamental message and translated it into a powerful, heartfelt campaign.”
Love Life Skin may be the new kid on the block in the world of prestige skin care, but the brand’s revolutionary technology and unique back story was capitalized to help build a reputation to better compete with La Prairie, Cle de Peau and other veteran prestige beauty products.