EAU THERMALE AVÈNE
Editorial & Digital Strategy
The brief:
Eau Thermale Avène sought to redefine its social media voice and refresh its overall brand image.
The brand launched a competitive pitch.
Dix Sept Paris developed the editorial concept and the entire social media strategy for Facebook and Instagram, with a dual objective: increasing brand awareness and creating long-term value.
The agency was also responsible for the creation and production of all associated brand content — more than 400 assets per year for 3 years.
Objectives
- Strengthen the relationship between the brand and its audience: create connection and engagement
- Grow the number of followers (Facebook / Instagram)
- Maintain Avène’s dermatological expertise
- Reinforce the unique identity of Eau Thermale Avène while preserving its scientific authority
A social media concept designed to tell a story to consumer
The approach is rooted in a daily, close, detailed, and meticulous observation of the life of sensitive skin.
Eau Thermale Avène can thereby demonstrate that, as a true expert, it has the answers to support all sensitive skin types.
“The day-to-day life of sensitive skin” expresses the idea that sensitive skin requires constant attention.
As if Eau Thermale Avène were, for sensitive skin, the equivalent of a dermatologist:
– rigorously observing facts to provide the best care and advice,
– while listening with warmth, empathy and humanity, building intimacy and trust like the best practitioners.
Results
Average engagement rate across all countries and formats (Facebook): 4.7%
Facebook followers (Worldwide):
- 835,000 fans in 1 year
—from 2.465M in June 2018 to 3.3M in June 2019
Instagram followers:
129,000 followers in 6 months
—from 561,000 in Dec 2018 to 675,000 in June 2019
