An impressive multi-channel campaign produced excellent sales results
The cosmetics brand Clarins successfully reached its target audience through the Me Naiset product family.
The Goal of the Campaign
The goal of Berner Oy’s multi-channel campaign for the cosmetics brand Clarins was to reach as many new consumers as possible using different channels.
“Another aim was to do a brand refresh and update the brand’s image. The effectiveness of a campaign increases when people hear about it on the radio, read about it, come across it through digital channels, social media or the brand's own customer channels. Digital channels are good for reaching younger consumers, and we also boldly tested the radio, which is generally an unusual choice for marketing selective cosmetics,” says Brand Manager Tanja Hovi from Berner
Execution
The multi-channel campaign included promotional spots and on-air promotion on Me Naiset Radio’s morning and afternoon shows, fixed promotional box on audio content service Supla, a campaign site, CPC ads, two native articles at IS.fi (8–28 November 2021), IG Live on Me Naiset Radio’s Instagram with the host Jenni Alexandrova, two social media posts on Me Naiset Radio’s Facebook page as well as a full-page advertisement and a sample in Me Naiset magazine and an advertisement in Gloria magazine.
The hosts of Me Naiset Radio directed listeners to the campaign site and instructed them to participate in the giveaway of Clarins products. The hosts discussed, for example, how they use Clarins products in their own skincare routines and gave practical tips.
Jenni Alexandrova also guided listeners to Me Naiset Radio’s live broadcast on Instagram, where Clarins’ skincare expert and Jenni shared tips on how to use Clarins products.
Results
Me Naiset Radio’s campaign was very successful. The hosts were genuinely excited about the campaign, which was prominent in the on-air promotion. They had acquainted themselves with the subject, tested the products in advance, and they talked about them naturally.
The views of Clarins’ campaign site and the number of participants in the giveaway were much higher than Me Naiset Radio’s average.
The reach of the IG live video massively exceeded the average of a commercial publication. Jenni Alexandrova also posted stories with links to Clarins’ live broadcast on her own and on Me Naiset Radio’s Instagram page. The feedback on the IG live was extremely positive. Everyone who commented on the live broadcast mentioned that they learned something new.
According to the advertising impact study, the native articles at IS.fi were successful in reaching the target audience, as nearly nine out of ten skimmed through the articles and over eight out of ten considered themselves as the target audience.
According to Category Manager Kirsikka Nyqvist, the idea behind the media choices was to seek an element of surprise.
“The totality goes well with our campaign. We are very satisfied. Not just in terms of commercial key figures and results, but in how the brand has evolved in the minds of consumers.”
The campaign met all visibility targets.
"With some channels, we even exceeded the target. Our personal goal was commercialisation, which we were highly successful in obtaining."
The campaign strongly directed customers towards the websites of Sokos and Stockman, two of Berner’s important clients. Article content was created for customers, from which consumers were smoothly directed to e-commerce sites. During this time, brand events were also organised in the stores.
“When comparing the campaign period to the rest of last year, it stands out in terms of sales and clicks. Our main goal was to get consumers acquainted with the products and for them to become interested in the brand. We were extremely successful in achieving this goal: many consumers found their way to the store and the products during the campaign. Double-digit development figures are an indication of commercial success,” says Hovi.
Tanja Hovi considers the multi-channel aspect of the campaign to be Sanoma's strength.
“Consumption is made easy for customers. The campaign was successful in combining several different channels. The needs and wishes of customers were heard and there was a strong desire to respond to them.”
Further Reading
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