1.000 QUESTIONS, ONE ANSWER
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1 1.000 QUESTIONS, ONE ANSWER
2 Among the most important Cosmetic- Dermatologist companies Worldwide High quality reached through technical and aesthetic perfection Istituto Ganassini Cutting-hedge techniques for scientific product research Selling Channel: Pharmacies
3 CLIENT S NEEDS Defend and overcome the high competition from other multinational competitors Detect a strategy to mantain the market share of the top product: Rilastil, a dermatologic cream for women stretch marks Cross-seeling on other Ganassini s products Develop emphaty and relationship with the customer
4 STRATEGY Re-position the top product (Rilastil for strecth marks) towards cosmetic use after the pregnancy period Increase engagement with consumers through the creation of informative and emphatic content (Inbound Marketing) Deeper analysis and profiling of customers (CRM) Cross-selling activities to other products according to the consumer profile (data driven marketing) Creation of a Customer Journey and a personalized relationship with the customer (Content Marketing)
5 HOW A cross-channel project targeting MOMS-TO-BE and NEW MOMS through different touchpoints and personalized contents.
6 HOW A cross-channel project targeting MOMS-TO-BE and NEW MOMS through different touchpoints and personalized contents. EASY, RIGHT?
7 HOW Become the reference point for future moms during the most important 9 months of their lives. Offer a pregnancy-dedicated website to answer their questions and uncertainties Provide multichannel strategy full of informative and emotional contents.
8 CONCEPT QUESTIONS, ONE ANSWER: Rilastil for strecth marks When you find out you are pregnant, there is something growing at a faster pace than your belly: YOUR QUESTIONS!
9 VIDEO The concept is shared through a video on Web, Media e Cinema channels. The video shows the central focus the website gravidanza.rilastil.it
10 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
11 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
12 WEBSITE The website is the core engine of the project It is developed according to SEO methods in order to be listed on top on Search Engines when selected key words are displayed ( Questions )
13 WEBSITE The structure: 9 Months with You an online entertainment magazine My Diary a reserved are for the customer personalized depending on the month of pregnancy My Beaty Routine- beaty advice from Rilastil Remise en Forme a section for New Moms
14 WEBSITE 9 Months with You
15 WEBSITE 9 Months with you: in every month section, 6 sub-sections are availabe NUTRITION CLOTHING HEALTH AND WELLBEING MEDICAL ADVICE INSIGHTS ON MOTHERHOOD SPORT AND FREE TIME
16 WEBSITE My Diary
17 WEBSITE To access My Diary users need to sign up for Premium content and get access to personalized promotions on products. Entertainment and informative activities are periodically to provide Moms-to-be and New Moms with a fun and wellrounded experience on the website and the brand 9 months Movie Question Wall Spotify My Pregnancy Scapbook It s a Boy/Girl! m ama' kit
18 WEBSITE 9 months Movie
19 WEBSITE Question Wall
20 WEBSITE Spotify
21 WEBSITE M-AMMA (MUM) AMA (LOVE) M AMA' kit
22 WEBSITE My Beaty Routine Cross-selling on other Ganassini s products
23 WEBSITE Remise en Forme Increase the cosmetic use after the pregnancy period
24 TOUCHPOINTS POS DEDICATED WEBSITE SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
25 SOCIAL NETWORKS Facebook, YouTube and Instagram were the most important channels for Adv campaigns to create traffic on the website
26 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
27 GOOGLE PAID Adv campaign were realized according to the key words ( Questions )
28 GOOGLE PAID Google Display Video
29 GOOGLE PAID Google Search
30 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
31 NEWSLETTER
32 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
33 MEDIA CINEMA & TV Cinema E TV 33
34 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
35 MEDIA RADIO Radio
36 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
37 PRESS
38 TOUCHPOINTS DEDICATED WEBSITE POS SOCIAL NETWORKS PRESS GOOGLE PAID RADIO CINEMA & TV NEWS LETTER
39 POS
40 WATCH PROMO VIDEO
41 RESULTS
42 New Moms registered in My Diary
43 Website visits
44 People reached by posts Video views Likes 20% Fanbase increase Shares
45 Views
46 Thanks
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