EAU THERMALE AVÈNE
Editorial and Digital Strategy

Brief:
Eau Thermale Avène wanted to redefine its social media voice while also revamping its image strategy.

The brand issued a call for tenders.

Dix Sept Paris defined the editorial concept and the entire social media strategy to engage and animate the brand’s Facebook and Instagram accounts, with a dual objective of raising awareness and creating value.

The agency also managed the creation and production of all associated brand content (over 400 pieces annually for three years).

Objectives:
# Strengthen the brand’s connection with its audience: building relationships and engagement
# Increase followers (Facebook/Instagram)
# Maintain dermatological expertise
# Enhance Eau Thermale Avène’s unique appeal while preserving its dermatological authority

A social media concept to tell a story to our consumers

An approach that is a close, detailed, and scrupulous observation of the daily life of sensitive skin.
Eau Thermale Avène demonstrates, as an expert, that it has solutions to support all sensitive skin. “The daily life of sensitive skin” conveys the idea that skin deserves special attention.

It portrays Eau Thermale Avène as a trusted expert for sensitive skin (highlighting the brand’s dermatological roots), rigorously observing and providing the best care and advice. At the same time, it embodies a warm, empathetic listening approach, fostering a sense of humanity and connection—like the best practitioners.

Results
Average engagement rate across all countries and formats: 4.7% (Facebook)

Facebook fans worldwide: +835,000 followers in one year (from 2.465M in June 2018 to 3.3M in June 2019)

Instagram followers: +129,000 in six months
(from 561,000 in Dec 2018 to 675,000 in June 2019)