Campaign with Eva
If you follow the profiles of Batiste Bulgaria, you have surely noticed a mysterious lady who talks sweetly about her daily life and how many times she has been “saved” from dry shampoo. Yes, that’s me – Eva. I love to share my beautiful days with you – and not that I lead a fabulous lifestyle, I just know how to see beauty in the smallest things.
The question was: How do I tell the general public potential Batiste users about all the uses of their dry shampoos? I have friends who until recently did not know what dry shampoo is, as well as those who had heard of it but had never tried it. So I took it on my mission to tell them and you how much easier life is when you have a fresh Batiste on hand and you can take time for those things that are worth it.
My audience follows me because I always strive to add value to them and share tips and little secrets that are valuable to me. That’s why I knew I wasn’t going to talk about Batiste with obvious product posts – I wanted to immerse the ladies in my beautiful but imperfect world and inspire them to enjoy special moments that we all often unknowingly miss.
How did I achieve it? I just took over Batiste’s Facebook and Instagram profiles in a month and it’s time to take over! My element is Instagram, that’s why I focused my campaign there, and for Facebook, I kept the sweetest thing – a prize game. I showed and told about my ordinary mornings, valuable wisdom from my grandmother, sweet meetings with friends, unforeseen rainy situations and an exciting and long-awaited trip. And Batiste was always by my side, because only when a woman feels well, can she experience the small and big moments with excitement.
And although Facebook and Instagram are the most stellar social networks, I also turned to the ubiquitous Google, where with the help of banners and a search campaign I knew I would reach even more people.
My main goal was to reach new users. That’s why the social media campaign was optimized for achievements, and the target audience was wide. Due to this specific optimization, there were very good results with the unique users reached – 582,144, as well as the incredible 2,534,365 times in which the content was shown on display / to users. However, I did not want to annoy the ladies and I had to monitor the average frequency of content display carefully. The achieved values were about 2.51 and 2.66 times on Facebook and Instagram, respectively.
As Batiste is with you in every situation, so I decided to be with users in every situation, including outside social networks – through Google Search advertising at a time when they are actively looking for a solution how to freshen up your hair while time is pressing them as well banner advertising when viewing content on your favorite sites, part of the Google Display Network. Banner ads hinted at my life with nearly 1 million impressions (916,943), generating 2,597 clicks on Instagram, where users could view the stories I shared. Judging by the very good cost-per-click and CTR, they were obviously interested in learning more about my adventures.
And who am I really? Each of you, ladies, who confidently cope with the small and big challenges every day!
Kisses and see you soon,
You can also see the case study in the video we did on the case:
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