FOREO | Luna
FOREO is a Swedish beauty brand founded in 2013. The company specializes in beauty and oral care products. The brand is known for its innovative product designs and attractive packaging. The LUNA, a FOREO flagship product, is a silicone skincare device that channels pulsations in various intensity levels for facial cleansing and anti-aging.
Challenge
Develop a creative strategy for launching the flagship product on the Czech market. The brand needed media support accompanying the launch as well as a full-cycle communication strategy to promote the brand in the Czech Republic.
Solution
A consumer research identified three target groups. For each group, a separate advertising campaign and a promotional plan were created. The creative strategy included media planning, print and digital advertising design, product launch event planning, PR and SMM, cooperation with local bloggers, partnerships as well as viral and guerrilla marketing activities.
Social Media
A social media campaign called Successful & Fabulous involved the creation and curation of branded Facebook and Instagram pages dedicated to a social life of the target groups. The campaign also included a contest on small articles submitted by product users. For teens, an SMM campaign under the hashtag #Iwantmyself encouraged the creation of a user-generated content. Through social media pages, users could also get a free online consultation from a skin care specialist.
Events
A product launch event with invited journalists and bloggers takes place at a popular club and is accompanied by a DJs performance, a fashion show organized in partnership with Czech fashion designers, and a contest with prizes. To present the product to a blogger community, there is a separate event with invited beauty professionals and dermatologists. Each blogger gets the product and is encouraged to make a written or video review of the product on her blog or a YouTube channel.
BTL Promos
The creative strategy also included a series of BTL promos, such as a point-of-sale promo, guerrilla marketing, trade show participation, as well as online and mobile display advertising campaigns.
The work on the project included:
– Market and Consumer Research
– Creative Strategy Development
– Promotional Campaign Planning
– Print and Digital Advertising Design
– Detailed Planning of Promotional Events
– Media Planning