The Challenge

Amidst heightened health consciousness, consumers began prioritizing skincare and extensively researching products. Cetaphil faced the challenge of not only meeting this demand but also standing out in a cluttered market. Understanding consumer patterns, preferences, and touchpoints was crucial to intercepting their journey effectively and fostering awareness about the brand.

The Solution

Cetaphil executed a comprehensive strategy that capitalized on shifting consumer behaviors and identified key platforms for engagement:

1. Generating Awareness through New Consumer Habits:
   • Television and Digital Integration: Recognizing the shift from traditional TV to digital platforms, Cetaphil launched an AFP titled “Not-Just-a-Chat-Show” on Zee Café and its YouTube channel. Hosted by influencer Anushka Sen, the show featured discussions with celebrities and renowned skin specialists across a 4-episode series, targeting beauty seekers and enthusiasts.
   • Connected TV: Partnering with Mediasmart, Cetaphil leveraged Connected TV to achieve unified reach across OTT platforms, ensuring visibility among digital-savvy audiences.
   • Out-of-Home (OOH) Advertising: Utilizing billboards and airport branding, Cetaphil engaged travelers as they resumed journeys, enhancing brand frequency.

• In-flight Sampling: During peak travel periods, Cetaphil collaborated with Akasa Air for in-flight distribution of product samples, reaching a captive audience and reinforcing brand presence.
• Doctor Outreach Programs: Through a partnership with Doceree, a healthcare ad-network, Cetaphil enhanced brand advocacy among pediatricians and dermatologists, crucial influencers in skincare recommendations.
1. Driving Purchase through Targeted Campaigns:
   • Digital Advertising: Creating targeted audience pools on platforms like Meta and Google, Cetaphil directed prospects to key shopping moments, optimizing visibility during peak consumer engagement periods.
   • E-commerce Campaigns: Participating in major online sales events such as Amazon’s “Republic Day Sale” and “Great Indian Shopping Festival”, as well as Nykaa’s “Hot Pink Sale” and “Pink Friday Sale”, Cetaphil capitalized on high traffic moments to drive conversions.

Results

Cetaphil’s strategic initiatives delivered impressive results, solidifying its position as a leader in the skincare market:

• Sales Growth: A robust 44% increase in media spending contributed to an outstanding 89% growth in sales, reflecting the effectiveness of the marketing strategy in driving consumer engagement and purchase intent.
• Market Leadership: As of November 2022, Cetaphil emerged as the #1 brand and the fastest-growing brand in India, achieving a remarkable 37.5% increase in brand growth.
• Awareness Scores: Awareness scores surged by 19 points, reaching a significant 55%, highlighting the campaign’s success in enhancing brand visibility and recognition among target audiences.