Galderma Restylane Social Media

THE ASK
  • 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