consumers reached through TV
impressions via social media
growth of the Even Tone category
About the campaign
Our campaign needed to launch Even Pigment Perfector, driving high awareness of the innovation, educate consumers on the new ingredient, Thiamidol as well as resonate with a South African audience in an authentic way in order to show that Eucerin understands both their physical and emotional skin needs.
Other agencies involved: R2Digital, Espresso
Due to the South African climate and ethnic diversity, many South African consumers suffer from pigmentation and uneven skin tone. The emotional trauma an individual can endure by living with a condition that can be physically seen can be detrimental to their self - confidence. Eucerin wanted to use their derma expertise to provide consumers with not only a physical solution to this but a solution that provided them with emotional support and understanding as well.
To achieve this Eucerin launched a new innovation in skincare, Even Pigment Perfector. This product contains Eucerin’s patented and proven active, Thiamidol, dermatologically proven to visibly reduce dark marks and dark spots for even and radiant skin.
In order to achieve our marketing goals, as well as truly showcase the products efficacy, we knew we needed a multi-channel approach in order to drive awareness, underpinned by an influential and relatable South African personality. We launched the campaign with Zuraida Jardine, who resonated with the Eucerin brand positioning, suffered from uneven skin tone and is loved by the South African audiences. This allowed us to drive education of the product benefits but at the same time touch the hearts of consumers who can relate to issues around pigmentation.
A media launch event highlighted the medical backing of Eucerin, the product and new development of Thiamidol ingredient. Event attendees included medical professionals as well as influencers which drove awareness and hype. Zuraida along with medical professor Dr Susan Taylor spoke at the event, ensuring we addressed the emotional and factual aspect of pigmentation skin conditions.
Television is the ideal reach driver against our market. We used a combination of FTA & Paid stations, in order to get equal effective reach splits between the WCI & Black markets.
Alongside Television we drove awareness through second screen viewing, ensuring incremental reach through digital video channels. TV syncing and VDX interactive video solutions allowed us to maximise second screen viewing as well as driving education simultaneously.
Magazines with highest reach against our target audience and the lowest cost per 1000 based on paid copies, reduced our wastage.
Our social media approach, while based in reach, enabled us to drive brand and influencer content. This approach ensured that we would educate consumers around the extent of research that went into the development of the new ingredient, Thiamidol, as well as drive the emotional connection and journey that they can relate to through the use of Zuraida.
We also needed to ensure that when the consumer showed intent through search, the brand visibility was high. This was supported through a Google Search campaign. Over the campaign period the search terms “Eucerin Pigment Perfector” and “Thiamidol” reached breakout terms on Search, reaffirming the true interest of the consumer.
- 2.7 Million Consumers reached through TV
- 2 Million Video Views
- 10 000 000 Impressions via social media
- 41% growth of the Even Tone category (Eucerin’s new innovation grew the category substantially)
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
John Brown Media SA: #justcookathomesa
Online Video Food Channel
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign
Vizeum SA: Indiefin Mullets
In the competitive, low interest category of life insurance, attracting leads is very expensive. Our disruptive campaign had to stand out and differentiate, promoting a new brand that held no br...
Carat SA: Guinness Rio Ferdinand Live Billboard
A collaborative effort between Carat SSA, Carat Kenya and Diaego, we were able to use our media expertise and access to world class technology to pull off a first in Africa OOH experience – surp...
Vizeum Nigeria: Budweiser-Kings of Football
Integrated marketing campaign to connect with Footballs Fans in Nigeria
Isobar Nigeria: Banter Better with Coca-Cola
We introduced the campaign by posting creatives that teased the highs and lows of iconic up Premier League clubs to engage their fans.
Vizeum SA: Carling Black Label Cup
CBL introduced this unique football spectacle to give fans an unprecedented opportunity to directly influence one of the biggest football rivalries ahead of the upcoming football season
Carat SA: Engen Design 35 Spaza Branding
Engen brands spaza shops to give a platform to aspiring young artists
Isobar Kenya: ICEA LION’s Back Your Future
Building a microsite that connects the Kenyan youth to tailored financial content to back their future.