Eucerin

The Objective

New year resolution? To conquer the market

When Eucerin Chile laid out the 2022 plans for the launch of their new Dermopure Serum portfolio, the objective was pretty clear: to position the brand in the Top 3 for the Acne category. 

This was easily said, but there were some challenges ahead: strong players with big campaigns already in the market, low awareness of Dermopure’s franchise and the need to appeal to a younger generation with the launch of a new serum to include in their skin care routine. 

TikTok’s reach & engagement solutions and the platform’s community-commerce centricity seemed like the ideal solution for such demanding goals.

The Solution

If you want to be seen, considered and chosen, don’t make ads, make TikToks

The team knew that in order to succeed they needed to take advantage of every TikTok tweak available. So they decided to embrace authenticity and simplicity to position the product name by boosting Dermopure awareness (Serum Dermopure instead of the more complex Dermopure Triple Effect Serum previously used), its three main benefits (anti-marks, anti-blemish and anti-shine) and the Dermopure daily routine details and ingredients.

To convey these core messages and to make their way into TikTok’s community commerce loop, Eucerin looked for content creators that would be organically immersed in the skin care conversation to appeal to the desired target audience.

First, a Top View was booked to maximize reach and awareness. Then, Look alike audiences were created from Top View results to optimize reach. Finally, Spark Ads and In Feed ads were used to nurture the conversation regarding the Serum Dermopure daily skin care routine and the product’s main benefits. 

A second phase included cont

ent focused on launching the Cover Stick, a critical product to treat pimples and part of the Serum Dermopure daily routine. 

On each of these phases the campaign objectives were set to Reach and Views.

The Results

A successful routine

Once the campaign was over and the results were consolidated, the team proved that their strategy was right on target: Dermopure franchise sales grew 86% compared to the previous year, taking the brand to the #2 position in the Acne category ranking with 30% from the new Dermopure Serum. The campaign content was also very effective in terms of ad recall, growing 6% from local benchmark, all of these amazing results were achieved with a 65% lower CPC and 35% lower CPM than Eucerin’s campaign average. 

To top it all, consumers at the point of sale referred to Serum Dermopure as the “TikTok Serum'' proving once again the platform’s high efficiency for a community commerce effect.

“The amazing results we got from this campaign in terms of sales and brand recall have convinced us to have a larger brand presence on the platform." said Verónica González, Digital Manager at Eucerin Chile. "TikTok has played a key role in our brand’s communication strategy to achieve a larger penetration in a younger audience in a different, relevant way without losing Eucerin’s essence" she concluded.