Build and nurture a social presence for a highly reputable, but regulated, aesthetic brand, while delivering against a number of internal strategic imperatives and ensuring the social needs of followers and future customers are met.
THE APPROACH
Strategically select the social platforms that will allow us to create the most engaging, valuable content for both the user and the brand
Develop goals specific to social media, that ladder up to, and have impact on, broader business objectives
Educate internal stakeholders on the nuances of various platforms and the value of social media, and gain alignment on overarching approach
Establish content pillars as a means of grounding our content strategy by evaluating and elevating existing assets, reviewing the social landscape, understanding what our audience finds valuable, and considering industry best practices
Assess the regulatory environment to understand how to address and mitigate concerns and potential hurdles, while still ensuring a “social-first” approach
Be mindful of, and appreciate that external influences (such as market trends, industry pressures, changing patient behaviour) will have a major impact on tactical strategies
Develop a plan that ensures optimal reach in such a noisy and competitive social environment
THE RESULTS
An award-winning, eye-catching Instagram presence that maximizes the visual nature of the platform in a way that aligns with a content strategy and ensures a consistent and engaging user experience
2020 Hermes Creative Awards winner, winning Gold in the social media category for Galderma Restylane Instagram
A Facebook page that allows us to leverage some of the unique properties of the platform while also allowing us to reach a segment of our target audience not active on Instagram
A growth of over 1,300 followers on Instagram in less than a year while also driving more than 500 users to the website for more information
Got that blue checkmark – @RestylaneCanada is officially verified!
Risk Assessment and Standard Operating Procedural documents allow us to govern ourselves and the platform in a way that satisfies both the user and the regulatory environment
Through analysis of content reports, market research, relevant industry news and patient insight pieces, we have been able to develop impactful messaging and interactive campaigns
Addressed learned, key patient concerns (e.g., stigma) through influencer campaigns and real-life patient stories