Yves Rocher Cyprus raised environmental awareness in the local market with their renewed line, Elixir Botanique.
To launch the new collection online, we created a campaign that consisted of the below activities:
- Influencer Marketing
- Local Content Creation
- Social Media Advertising
Let’s deep dive into each one! 💚🍃
Influencer Marketing
In order to create hype about the new line of products, we chose to collaborate with a local influencer, Klelia Yiasemidou, since the local market is driven by word of mouth and friends’ or influencers’ recommendations.
Klelia, for the whole month of April, posted 1 reel per week featuring the Elixir Botanique products along with other Yves Rocher products in order to show completed routines!
We divided the reels into the following topics:
- Morning routine and makeup skin preparation
- Night skincare routine
- Selfcare weekend routine
- Eyecare routine
In order for the videos to look native to Klelia's account, we incorporated other moments of her daily life, such as watching TV, making coffee, getting dressed up, etc.
Local Content Creation
Yves Rocher Cyprus was supplied with a lot of Social Media content from France (international campaign). However, at OW Digital we believe that local content creation is an essential part of any brand’s strategy.
We chose to produce video content in the form of Instagram reels for several reasons:
- Video content is favored by Meta algorithm
- We used trends, such as ASMR.
- With video, you can better showcase the product’s texture, an important feature for skincare products.
- We could add Greek text to explain the product’s property and make it more understandable for the target audience.
Social Media Advertising
Apart from the above activities, we also used content that highlighted the environmentally friendly aspects of the range and other important factors, such as the brand’s commitments to biodiversity, products’ properties, and how-tos.
Cumulative Results- Reach: 68K +
- Video Views: 10K+
- Engagement: 6K
