Results and Effectiveness

With these integrated media efforts – Physiogel’s market share increased 5 pts in a highly competitive consumer skincare category for moisturizers. Based on Nielsen’s latest audit figures, Physiogel overtook other players. climbing from no 40 to become the Nos. 1 selling skincare in the market during the period of the campaign.

Creative Execution

With the objective of education of moisturizing by doctors , information was created and distributed through infomercials (FTA, Cable, Radio) , Q&A segments (Press), Blogger engagements, in-store as well as activations. Education was the biggest priority for the campaign, which meant that all our media would not only have branding ads, but spaces purely devoted to education to channels which have high reach and relevancy to our TA. Digital options were added into the mix this year using ad networks, Yahoo, The Asian Parent and selected bloggers. Sampling was done extensively to capture new consumers. Bloggers also attended the event to conduct post-sampling forums along with dermatologists. The brand’s footprint on the digital sphere created new opportunities and gave the brand a chance to interact with users catapulting the brand’s affinity even further.

Insights, Strategy and the Idea

Physiogel is a moisturizer which had one big issue – According to studies and sales figures, they were the recommended brand by Dermatologists but to the consumers, they were No.4 in terms of choice. The brand needed to rectify this, to make sure they are the No.1 choice not only for dermatologists, but also their TA Looking at where the brand lies, we had to leverage on key media platforms to convey the key message using credible doctors for Physiogel