From Zero to 1.1M Impressions: How Eucerin Leveraged Influencer Marketing to grow Brand Awareness and Sales
11 Jan 2022
10 min read
Key results: 1.1 million impressions
Eucerin is a leading dermocosmetic skincare brand that has been trusted by dermatologists and consumers worldwide for over a century. Known for their commitment to scientific research and development, Eucerin creates high-quality, effective products that address a range of skin concerns, from dryness to hyperpigmentation.
With a focus on quality and results, Eucerin has gained a loyal following among consumers who are looking for skincare solutions that deliver real benefits.
One of the biggest challenges for Eucerin was to increase brand and product awareness for its AtopiControl, UreaRepair Plus, DermoPure, and Anti-Pigment skincare lines. With so many skincare brands on the market, it can be challenging to stand out and capture consumers' attention. Eucerin needed a unique and effective way to promote their products and differentiate themselves from the competition.
Epidemic came up with a creative solution to promote Eucerin's products - collaborating with influencers. The agency worked with 65 influencers, starting with nano-influencers and gradually including micro-influencers.
The influencers were asked to share their skin stories and educate their followers on Eucerin's products as part of their daily skincare routine. The main message of the collaboration was to share skin stories and help others dealing with the same conditions.
The communication strategy with the influencers was carried out in three waves:
1. Share Your Story & Educate:
The influencers were asked to share their personal skin stories, whether battling with atopic dermatitis/ dry & flaky skin or acne/ hyperpigmentation prone skin. This helped to create a sense of community around skincare concerns and allowed the influencers to connect with their followers on a personal level.
2. Communicate Eucerin Products:
The influencers were encouraged to showcase Eucerin products as part of their daily skincare routine. This helped to increase brand awareness and product exposure among the influencer's followers.
3. Share Advice:
Finally, the influencers were asked to share advice they would give to a friend dealing with the same condition. This helped to promote Eucerin as a brand that not only offers effective products but also provides support and advice to those struggling with various skin concerns.
The campaign was a huge success, generating 1.1 million impressions over six months through more than 250 Instagram stories and 33 non-mandatory feed posts.
The content created by influencer community matched the brand's visual identity, using neutral tones that aligned with Eucerin's brand image.By partnering with influencers, Eucerin was able to reach a wider audience and spread awareness of their skincare lines.
The campaign also helped to differentiate Eucerin from other skincare brands by showcasing the brand's commitment to supporting and educating those struggling with various skin concerns. As a result, Eucerin's AtopiControl, UreaRepair Plus, DermoPure, and Anti-Pigment skincare lines gained more visibility and recognition in the market.
So should all skincare brands use influencer marketing as part of their advertising? 🧐 Well, if you want to show how real people use your product to have better skin and more confidence, just like Eucerin did, then we wholeheartedly say yes. 🙌