1.000 questions, one answer
TRANSCRIPT
1.000 QUESTIONS, ONE ANSWER
Among the most important
Cosmetic- Dermatologist
companies Worldwide
Selling Channel:
Pharmacies
Cutting-hedge techniques for
scientific product research
High quality reached
through technical and
aesthetic perfection
Istituto Ganassini
• Defend and overcome the high competition from other
multinational competitors
• Detect a strategy to mantain the market share of the top
product: Rilastil, a dermatologic cream for women stretch
marks
• Cross-seeling on other Ganassini’s products
• Develop emphaty and relationship with the customer
CLIENT’S NEEDS
STRATEGY
• Re-position the top product (Rilastil for strecth marks) towards
cosmetic use after the pregnancy period
• Increase engagement with consumers through the creation of
informative and emphatic content (Inbound Marketing)
• Deeper analysis and profiling of customers (CRM)
• Cross-selling activities to other products according to the
consumer profile (data driven marketing)
• Creation of a Customer Journey and a personalized relationship
with the customer (Content Marketing)
HOW
A cross-channel project targeting MOMS-TO-BE
and NEW MOMS through different touchpoints and
personalized contents.
HOW
A cross-channel project targeting MOMS-TO-BE
and NEW MOMS through different touchpoints and
personalized contents.
EASY, RIGHT?
• Become the reference point for future moms
during the most important 9 months of their
lives.
• Offer a pregnancy-dedicated website to
answer their questions and uncertainties
• Provide multichannel strategy full of
informative and emotional contents.
HOW
CONCEPT
1.000 QUESTIONS, ONE ANSWER:
Rilastil for strecth marks
YOUR QUESTIONS!
When you find out you are pregnant, there is
something growing at a faster pace than your
belly:
VIDEO
The concept is shared through a video on Web, Media
e Cinema channels.
The video shows the central focus the website
gravidanza.rilastil.it
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
WEBSITE
• The website is the core engine of the project
• It is developed according to SEO methods in order to
be listed on top on Search Engines when selected
key words are displayed (‘Questions’)
WEBSITE
The structure:
• 9 Months with You – an online entertainment
magazine
• My Diary – a reserved are for the customer
personalized depending on the month of
pregnancy
• My Beaty Routine- beaty advice from Rilastil
• Remise en Forme – a section for New Moms
WEBSITE
9 Months with You
WEBSITE
9 Months with you: in every month section,
6 sub-sections are availabe
MEDICAL
ADVICE
CLOTHING NUTRITION HEALTH
AND WELLBEING
INSIGHTS ON
MOTHERHOOD
SPORT
AND FREE TIME
WEBSITE
My Diary
WEBSITE
To access My Diary users need to sign up for Premium
content and get access to personalized promotions on
products.
Entertainment and informative activities are periodically
to provide Moms-to-be and New Moms with a fun and well-
rounded experience on the website and the brand
9 months Movie Question Wall
Spotify My Pregnancy Scapbook
It’s a Boy/Girl! ‘m’ama' kit
WEBSITE
9 months Movie
WEBSITE
Question Wall
WEBSITE
Spotify
‘M’AMA' kit
WEBSITE M-AMMA (MUM) AMA (LOVE)
WEBSITE
My Beaty Routine
Cross-selling
on other
Ganassini’s
products
WEBSITE
Remise en Forme
Increase the
cosmetic
use after the
pregnancy
period
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
SOCIAL NETWORKS
Facebook, YouTube and Instagram were the most important
channels for Adv campaigns to create traffic on the website
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
GOOGLE PAID
Adv campaign were realized according to the key
words (‘Questions’)
28
Google Display Video
GOOGLE PAID
29
Google Search
GOOGLE PAID
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
NEWSLETTER
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
33
MEDIA
Cinema E TV
CINEMA & TV
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
MEDIA
Radio
RADIO
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
PRESS
POS
DEDICATED
WEBSITE
TOUCHPOINTS
PAID
CINEMA
&
TV
PRESS
RADIO NEWS
LETTER
SOCIAL
NETWORKS
POS
WATCH PROMO VIDEO
https://www.youtube.com/watch?v=CXSCRBl6KgQ
RESULTS
14. 765 New Moms registered in My
Diary
66.000 Website visits
2.500.000 Video views
2.370.000 People reached by
posts
20.000 Likes
6.000 Shares
20% Fanbase increase
92.000 Views
Thanks