Ditch The Dirt
With a desire to better connect with the young/social target demographic for their line-up of skincare products, Bioré knew heading into 2012, they needed to redefine their social strategy. The timing also coincided with a brand refresh and the launch of Bioré’s Combination Skin Balancing Cleanser – a key SKU in improving Bioré’s overall product sales. The attributes of this revolutionary new product warranted a grand introduction into the cluttered skincare category.
Bioré knew what they wanted to achieve – a more effective strategy for connecting with users on their social networks – they just didn’t have a clear understanding of how to do it; how to penetrate the social ecosystem. Their online efforts thus far, were fragmented and scatter-shot. They needed an integrated social ecosystem that would build and better engage their communities, generate awareness and excitement for the new product, and unify their brand online.
A cohesive social strategy was developed for 2012, consisting of a creative refresh of Bioré’s social networks, relevant content creation, strategic editorial calendars, influencer partnerships, and a series of campaigns and promotions to drive traffic and further build the Bioré fan base. The results of the first Facebook initiative – an application introducing the new Combination Skin Balancing Cleanser, allowing fans to sign-up to receive a sample – exceeded all expectations: 30,000 samples were requested in less than two weeks (originally scheduled to run for six), growing Bioré’s fanpage by 30,488 new ‘likes’ (a 377% increase).
In addition to the first campaign, year over year results are equally impressive:
- 700% increase in social engagement
- 648% growth in Facebook fans
- 30% increase in Twitter followers
- 3x the growth of fans and engagement versus Bioré’s closest competitor
- 32% above projected sales of the new Bioré Combination Skin Balancing Cleanser product
“We’re thrilled with the results of the program so far and are confident that with One Method’s strategic and creative contribution, we will continue to grow our social communities and more importantly, turn our fans into true brand ambassadors.”
Julie Beke-Gomes, Bioré Brand Manager, KAO Brands