fbpixel Biossance #SqualaneSquad - MG Empower
CS_Biossance_Germany_1
Biossance #SqualaneSquad
#SqualaneSquad #BiossanceBeiDouglas #SqualaneSquad #BiossanceBeiDouglas #SqualaneSquad #BiossanceBeiDouglas #SqualaneSquad #BiossanceBeiDouglas
Platforms
Germany
#SqualaneSquad #BiossanceBeiDouglas

Tapping into a new audience for Biossance with ‘skintellectuals’.

In 2023, Biossance landed in Germany, online and in-stores. Wanting to quickly establish awareness, advocacy and credibility in a new market, Biossance asked MG Empower to help them land with a splash. So, inspired by their products’ hero ingredient, we created the #SqualaneSquad – a team of German influencers, ambassadors and ‘skintellectuals’ – to take part in a three-month-long, always-on influencer marketing campaign. Their content and our strategy drove footfall and web traffic through the roof.

 

GLOBAL STRATEGY AND CREATIVE / INFLUENCER DISCOVERY AND PLANNING / END-TO-END CAMPAIGN MANAGEMENT / POST-CAMPAIGN INTELLIGENCE

12.5678 M
IMPRESSIONS
78.678912345 %
ENGAGEMENT RATE
23789.01234 K
EARNED MEDIA VALUE (€)
Challenge.

Build credibility with German consumers by tapping into their top skincare concerns.

85% of German consumers prioritise efficiency in skincare products, preferring products with simple formulations that deliver healthy skin without the need for a 10-step routine. Social and environmental responsibility are also top-of-mind. As a brand, Biossance was already fully aligned with these values – so after our insights and discovery stages, all we had to do was find and brief the right influencers, with the right audiences, and ensure their content drove an authentic conversation focused on efficiency, skin health, and science.

Strategy.

Use a combination of influencers, ambassadors and ‘skintellectuals’ to communicate the Biossance promise, backed by science, sustainability and effectiveness, to German consumers.

By curating authentic content with local influencers, ambassadors and ‘skintellectuals’ (influencers with authority in the efficient skincare space, and audiences who perfectly matched the Biossance persona) we aimed to tackle the challenge of curbing skepticism and building trust by educating and empowering audiences. Beyond driving awareness, we also incorporated social shopping moments to drive conversion and 360 footfall. Essentially, Biossance had a great story. We just needed to tell it – pre, post and during the launch.

CS_Biossance_Germany

Mission accomplished:
Awareness, scale and trust.

Collectively, the array of creators that we procured, briefed and supported – influencers for awareness, ambassadors for scale, and skintellectuals for credibility – delivered a high-impact social campaign that not only generated interest and created a whole new base of genuine skincare fans, but also significantly exceeded our our ER and CTR KPIs. As a result, both online and offline footfall went through the roof, ensuring Biossance broke through this new market’s traditionally skeptical walls.

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