Comfort for soles and heels. Micro-influencers. Social Display.
Zdrovit has been participating in the development of the Polish pharmaceutical market for over twenty-five years, with a focus on innovation and products of the highest level of quality.
Micro-influencer content, distributed with Social Display.
Challenge
Place Parasoftin as a solution to give a feeling of comfort to soles and heels, as well as to moisturize the skin of the feet.
Solution
Social Display is a Flaminjoy+Ringier innovation, that combines attractive User Generated Content from influencers with specific targeting in the publisher network. UGC is repurposed in new ad formats, with Brand Lift measurement done before and after the campaign. Working with 8 micro-influencers, we’ve generated over 35 pieces of content, gathering over 2.500 interactions on their posts and stories. Influencers told a great story and put the products in context. These lifestyle shots not only provided attention to them, but also made people aware of a different product category from what they’ve been accustomed to. The story started the connection between followers and the brand, increasing its perception in the long run.
Results
There was a significant Brand Lift increase (16.6%), which was exactly what the brand was looking to achieve: Awareness and Consideration for a newer product.
