Every year Vichy brand launches a national campaign to recruit new consumers through key product ranges. The goal of national campaign 2015 was: 1) To recruit new Vichy consumers 2) To increase market share 3) To collect information about consumers for Vichy CRM Traditionally, the mechanics was the same: get Vichy catalog with samples in the pharmacy, fill in your personal data in card inside the catalog and receive a gift with the next Vichy purchase. However from year to year we could see the decline in recruitment rate and poor effect on sales. That`s why in 2015 we had to review these mechanics and its creative part, facing the following challenges: - people did not read the catalog, threw them away neglecting image component - the pharmacists returned a small number of cards, filled by consumers - online-sales share was rising up and we could not avoid this fact What could we do for people to make them read the catalog? We decided to appeal to basic interests - it is always fun to find out stories about other people. We’ve created 6 photo-stories about daily worries and day-to-day situations, each of them personified scenes from the real life. All stories were linked to 6 Vichy main ranges. There were experts` comments to each story - life-coach, dermatologist and nutritionist. These stories were published on the website. People inspired by the stories, could order printed catalog with the samples or get a promo-code to receive gifts with any Vichy purchase for more than 249UAH. Main online-shops joined the activity as partners so that everyone who filled in the contact info on the website and received a promo code could use it with online purchase. As a result: 5 minutes spent on site - people were reading the stories 1,5% sales conversion from the website plus 49% e-commerce sales plus 60% CRM data base vs 2015 target plus 4% market share in units
