Bio-Oil was already the number one selling scars and stretch marks product with 80% market share in the skin treatment category and exceptionally high awareness amongst its female target audience. But it was reaching saturation point in its narrow core market with sales continuing to decline. Without fresh thinking, both the brand’s growth and long-term future were under threat.
Finn’s challenge was to widen the market opportunity, increase household penetration and frequency of purchase.
The current skincare treatment market is worth £21.3m. But the wider dry skin market is worth almost five times that, with beauty skincare worth a whopping £606m alone.
In addition, our research found a growing trend for beauty shortcuts – the search by consumers for multifunctional, all-in-one products that both save them money and time by solving several needs – as they live busier lives than ever.
But Bio-Oil was being viewed as a product for the bathroom sink, not the beauty cabinet. We needed to change this. We recognised that Bio-Oil had the right to play to a bigger audience and take advantage of growing consumer needs.
By repositioning Bio-Oil as a wider skincare solution , recruiting new customers by educating them on the benefits for scars, stretch marks and dry skin, and re-engaging lapsed customers on its wider skincare uses, the potential for Bio-Oil to enjoy further growth was huge.
We dared ourselves to… get young and old women to try using Bio-Oil as a moisturiser, primer or cuticle oil (or 37 other things), so they move it from under the sink to next to it and buy it more often.
Say hello to Drop, Drop ______.
An idea broad enough to show the product’s breadth of uses but salient enough to be ownable by the brand. A concept that changes behaviour, building Bio-Oil into every day beauty regimes, two drops at a time.
To convert Bio-Oil’s campaign target of winning 201,000 new customers we knew that we needed to create authoritative content.
We also knew we needed to go big. So we set a big fat hairy audacious goal – to reach 21m people in order to convert our target.
To achieve this we launched an integrated campaign, powered by PR, which ran across influencer, PR, media partnership, social, sampling and a dedicated content hub microsite.
Utilised as Bio-Oil’s first ever content hub, the microblogging social network educated, confirmed and signed-up samplers. It showcased all the different Bio-Oil uses and was the central place for the ‘Drop, Drop, _____’ campaign.
A home for everything from advice articles to customer testimonials and product information, traffic was driven to the #DROPDROP Tumblr from branded and non-branded PPC and organic search traffic, social media and influencer and media partnerships, offering a central hub for words, imagery and video that encouraged consumers to engage more deeply with the brand and the product and directed them where to purchase.
Building on Bio-Oil’s already highly-engaged existing Facebook community to bring in new fans, we created a bank of video content showing the full range of Bio-Oil uses.
We seeded these assets, including creative video, across all our channels, including social and media partnership.
Instagram was a previously untried channel for Bio-Oil, the KPI of 1,000 new followers was reached after just two months due to a clear social strategy.
Helping to extend the campaign’s reach across a range of audiences, our human connections programme was launched with popular beauty influencer Samantha Maria, creating an exclusive branded YouTube video and social sharing partnership to showcase Bio-Oil as a beauty skincare product.
Next, four mid-tier beauty and lifestyle influencers were engaged to create imagery on Instagram, which was used to encourage followers to enter a competition to win a summer survival kit worth £100.
And finally, 10 beauty micro influencers created a bank of high quality, ownable Instagram content using #DROPDROPCHALLENGE.
All content was repurposed for owned media channels and drove strong purchase behaviour through the Tumblr’s Where to Buy page.
Cosmopolitan and Good Housekeeping (both Hearst) were engaged asonline and offline media partners to reach our target audiences via print and digital channels through engaging dry skin and beauty content.
Leveraging the titles’ reach and brand influence to deliver sponsored articles and sampling data capture, traffic was driven to the Tumblr microsite and eCRM program for sign-ups.
The brand's first ever eCRM programme was launched, using opt-in data captured through the media partnership sampling activation to form an initial database of more than 20,000 consumers.
To convert trial to purchase and increase frequency, usage tips and tricks were interspersed with third-party content to give new consumers valuable skincare content from the brand. Traffic was driven to the Tumblr microsite and retailer e-Commerce sites to encourage further campaign exploration and purchase.
Just three months after the launch, the Drop Drop campaign has already helped us reposition our brand as a multitasking cult product and re-ignite engagement around the brand especially for a younger, harder to reach demographic.
Timea Halmai, Brand Manager