New Product Introduction applying Omni-channel Strategy
- Marca Marketing
- Nov 1, 2024
- 1 min read
Updated: Sep 26
CASE STUDY
Industry: Beauty | Product: LEDERM by L'Bel
OPPORTUNITY
Ensures the introduction of LEDERM will replace a top-selling product in the skincare category with significant participation in the company's revenues.
It’s essential to mention that the original proposal to launch LEDERM was working hand in hand with a dermatological team that would be responsible for training the beauty consultants, providing a sales speech to convince their clients to test a new skincare product. However, after listening the beauty consultants during a focus group meeting discussing the initial proposal, we decided to change the strategy for the Caribbean region working on a plan according to our market needs. Why? The Caribbean represents a significant volume size and sales participation in the skincare category. Therefore, we needed to guarantee that our marketing efforts will be loud enough to capture the attention of all our target audiences.
PLAN
A powerful 360 marketing campaign with opinion leaders as brand ambassadors, with a focus on three age groups.Including: Photo shoot & film video campaign, catalog cover, CARAS magazine cover, press conference, media tour, cover party event, and in- store participation.
RESULTS
Sales increased by 147% with ROI, and the Award recognition as the best creative campaign.