Leading acne cream and facewash brand

How we built an online community for the Quinoderm brand

Blogger outreach programmes Social media set-up, strategy and management SEO and digital support Website or marketing material design and copy Reputation management Value-added work with retailers

The Challenge

We started working with Quinoderm in January 2013. Our brief was to set-up and manage social media channels for the brand and engage with users and potential users while building a strong online community.

There were two main challenges with this brief:

The first challenge was that Quinoderm was leading the way in the 'P' product sector by joining the online community. 'P' products have many restrictions regarding marketing material to ensure no brand makes unfounded claims. Real-time social media conversations were seen by the client as a risk however, through our understanding of these restrictions and creative approach we were able to ensure we worked within industry guidelines and protocol.

The second challenge was dealing with the reaction to stock issues for a number of products in the range. We worked closely with in-house teams to communicate openly, honestly and helpfully regarding stock enquiries while also promoting alternative products from the range.

The Solution

We engaged with both consumers and retailers reactively and proactively.

It was important to ensure Quinoderm Facewash had a strong personality for its primarily teenage audience to relate to. We achieved this by launching Facebook, Twitter, Youtube and Pinterest channels. Via these channels we educated, informed and engaged – highlighting stockists, answering questions, queries and complaints. We worked alongside Pharmacovigilance to report side effects to the products and ensuring any brand negativity was dealt with quickly and subsequently managed offline.

In order to create the brand personality we introduced different members of the team as Quinoderm characters for each user–type to relate to, including the introduction of peer to peer personality 'Lillie Loves'. Each team member engaged with the audience at different times during the week and we ensured we posted relevant and engaging content for our different user profiles – theming content by key brand messages (including 'dual action', Q for Confidence), brand colours, age, sex, personality, style and using seasonal and topical hooks.

The Results

  • Facebook – Achieved nearly 3K page likes in 18 months, via organic growth. Launched individual tabs to match audience profiling. Offered retailers access to 'where to buy' interactive map service. Regular product giveaways and other prizes with positive brand association to appeal to audience
  • Twitter- Achieved nearly 7K followers in just 18 months, via tactical following, relevant conversation monitoring and engagement, competitions and creative, interesting and tailored content
  • Youtube – launched official channel, with guest vlogs and unique filmed content, including “how to buy". This content was then shared via other channels and imbedded into brand website. Achieved over 6K views since launch
  • Website – Our objective was to create, and get people interacting with, the brand's online platforms. We have seen a 203% increase in website users and 725% increase in website pages viewed in the last 18 months
  • Pinterest – launched this platform later in the campaign to ensure we had a bank of visually appealing content relevant to our target audience to use across all channels. Created a wealth of themed boards to appeal to all targets while ensuring synergy with overarching campaign themes
  • Blogger reviews – through our blogger outreach programme we have so far achieved 10 published blogger reviews with over 30 bloggers currently trialling the product