Unique Customers Reached
10+ Million
First data pointers collected
3 Lakh+
Introduction
FreeStand launched L'oreal CeraVe in India for the first time with women in specific geographies of Indian using digital product sampling with hyper targeting and authenticated qualification.
The campaign not only introduced CeraVe to a new market but also set a new standard in targeted and effective digital marketing within the skincare industry, demonstrating the potent combination of strategic planning and technological innovation in overcoming market entry challenges.
"My Skin has never felt so fresh and Moisturised"
Nikita Soni
CeraVe Sample Claimaint
Challenges and Opportunities
Prior to the launch of L'Oréal CeraVe in India, the brand was trending on various social media platforms, with numerous mentions and features in beauty reels. Despite the high online visibility and growing aspiration for the product among Indian consumers, CeraVe was unavailable for purchase in the country. This situation highlighted a unique opportunity for L'Oréal India to meet the pent-up demand with a strategic market entry.
Campaign Strategy
Enable women living in Delhi and Mumbai to experience L'Oréal CeraVe’s product as per their skin conditions and build an early base of product champions and customers in these regions. This was a marketing initiative the brand decided to execute at its launch in India for the first time.
Importance of Dermatological Care in India:
Aseem Kaushik, Managing Director of L’Oréal India, emphasized the significance of accessible dermatological care, stating, "We believe that everyone deserves access to expert dermatological care and effective skincare solutions." This statement underlines the campaign's relevance, considering India's notably low ratio of dermatologists to the population (0.7 per 1,000 people), one of the lowest globally.
The Journey
Executed using FreeStand’s cutting-edge SaaS platform, the campaign utilized precise digital strategies to target and engage 18 to 45 year old women in New Delhi and Mumbai. The innovative use of personalised chatbots for real-time consumer interaction enabled the brand to figure out the skin type their target audience has as well as to deliver different samples according to skin challenges and data analytics tools for capturing consumer behavior and preferences facilitated a deeply personalized engagement strategy. This approach allowed CeraVe to overcome significant challenges, such as the vast geographic and demographic diversity of India and the low ratio of dermatologists to the population.
This sampling campaign simply would be impossible to imagine without the modern day marketing tools. Sampling has been the same forever, FreeStand’s sampling innovation coupled with the targeting abilities of Meta platforms and automated chatbots enabled the brand to deliver a targeted, measurable, qualified and most importantly pilferage free sampling experience.
Implementation
[Awareness] Meta Ads: Used to distribute the sample claim offer amongst target customers. Our media activation was well received, we saw a click through rate greater than 1.5% across unique creatives. 10+ million unique impressions were delivered.
[Interaction] Instagram and Whatsapp Chatbot Platform: Destination for customers to have a real-time engagement with CeraVe’s verified instagram profile. The interaction was used to capture consent, profile the customer, capture delivery details, share delivery related information and capture customer feedback. At peak the chatbot on instagram handled a traffic upwards of 1000 customers per minute.
[Interaction, Data and Operations] FreeStand Sampling SaaS Platform: Manages all the operations involved with executing a digital product sampling campaign, including, customer interactions, data, analytics, fulfillment operations, customer qualification and re-interaction. 2000+ deliveries were executed on peak traffic days with a TAT of 3 days.
Post campaign analysis
[Reach] Over 10million + women living in Delhi and Mumbai with distinct skin conditions.
[Interaction] Over 2 Lakh + women exchanged over 2 Million + messages directly with the brand’s own Instagram and Whatsapp hosted chatbots.
[High feedback rate]: We garnered 30x more than average market feedback rate and a high intent for immediate purchase.
[High Customer Interaction]: Utilising a chatbot system that held consumer attention for an average of 2:30 minutes.
[Robust Data Collection]: Gathering 7x more than average unique first-party data per person that revealed top pin codes for retargeting and prevalent skin challenges, which informed ongoing and future marketing strategies.
Conclusion
The launch of L'Oréal CeraVe in India, facilitated by FreeStand, not only filled a significant market gap but also set a new standard for product sampling in the country. The campaign's success illustrates an exemplary case of brand activation where digital innovation meets strategic market penetration, achieving substantial business impact and consumer engagement.
