The objective of digital activation was to demonstrate the benefits of the new Scholl Velvet Smooth with Diamonds and create effervescent and authentic conversation around the product within the online community.
General Information:
Strategy: …As we knew the key barrier to purchase for women aged 25 and over was the lack of belief that the product can really work much better than a cheaper standard file (client research) therefore driving the question “why should I invest more?”.
“Recommendations from friends” identified in Touchpoints research as the highest influential touchpoint. Enabling Word-of-mouth to generate awareness for the new product, to explain product functionality and convince others on product efficacy seemed the appropriate solution.
We focused on Facebook as main dialogue platform to educate, engage and entertain the audience with relevant content.
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