The Campaign

SkinMatters’ target audience are searchers looking for solutions to their skincare concerns. This group can be further classified into 2 segments, the active and the passive searcher. Active searchers are defined as those typing queries on Google, while passive searches are merely browsing through their social media pages. This guided the focus of SkinMatters to two key digital channels: capturing the 70M monthly skincare queries on Google and the 47M Facebook users in the country. To target active searchers, we deployed search ads that drive to custom articles related to their concerns. To reach passive searchers on Facebook, we launched paid post ad campaigns targeted via behaviour, interest and demographics (Males and females, 16-40 yo. LSM 5+ as core).

Creative Execution

Instead of offering e-Commerce on the website, we partnered with the country's biggest online stores: Lazada, Zalora, Beautymanila and Calyxta. This partnership strategy allowed us to maintain the integrity of SkinMatters as a content portal while still maximizing occasions for sales through targeted ads and the e-Commerce strength / capabilities of our online store partners. The project took 4 months from conceptualization to launch. Interviews and focus group discussions were done to pinpoint the target's preferred UI, UX, site features and content. Partnerships with Google and the Philippine Dermatological Society were also formed, allowing SkinMatters to provide the most relevant and credible content pieces. A team of highly experienced writers and editors enabled articles with a more friendly, consumer-lifestyle tone. As for budgets, a monthly amount of USD30,000 is allocated to both search and social ads to drive both active and passive searchers to the site.

The pioneering e-commerce enabled local website performed beyond expectations resulting in sales volume growth of featured brands on the website such as Pond’s (400%), Dove (60%) and Vaseline (167%). With our 2-pronged approach in reaching our target groups, SkinMatters’ total clicks doubled from consumer as starting point, SkinMatters’ total clicks doubled from 1,544,248 last year to 3,475,421 in 2016. Because of its cohesive & targeted strategy, SkinMatters has received over 2,478,165 visitors to date and has attained a total of 8,063,528 impressions with a CTR of 5.73% coming from re-marketing ads alone (29x the industry benchmark). This cements SkinMatters as the most visited local skincare website in the Philippines.

The strategy was to create sales opportunities and drive conversions for content related skincare products through re-marketing. After users visited SkinMatters and exited after reading an article, they would see ads of a relevant brand (to their skincare concern) as they continue to browse. Re-marketing ads were also deployed on Facebook, the biggest social media platform in the Philippines with 47M users.