Marseille soap, everyday life. Influencer content. Amplified with Social Display.
Chanteclair is an historic brand founded in the 1900s in Marseille, when the master soap maker Auguste Roustan patents a formula based only on natural ingredients for the production of world-famous Marseille soap, distinctive for its authentic and unmistakable clean scent.
Authentic content from influencers, extended with Social Display.
Challenge
Promote Chanteclair products, focusing on integrating them into people’s day-to-day lives.
Solution
User Generated Content improves user trust. Brand-produced content, while looking professional, is starting to feel too generic to be taken into consideration. To truly stand out, a brand needs to show its true colors and focus on product benefits, instead of a list of features. Influencers are often times more cost-effective as well. Their content feels more authentic, it increases engagement and is remembered more fondly than white background images of products. Content from influencers, when done right, shows the product being integrated into people’s lives. This gives visitors insights into the usage. When people recognize themselves in the images and videos they see, they start believing products are within their reach. This transforms products into elements of their own lives. It reduces the distance between Awareness and Purchase, by increasing Consideration.
Results
The brand has been on the Romania market for some time, but was looking to expand its awareness. Social Display was the right solution, as the Brand Lift results showed the brand soaring with a difference of 17.7%. Not only that, but the Clickthrough Rate was 8X higher than the industry average of classic display banners. Visitors not just wanted to learn more about the brand, but also remembered it after being exposed to the campaign. This will no doubt turn into increased sales both online and offline.
