Frezyderm: Brand Awareness boost through consistent Social Media Strategy

Frezyderm is a Greek company, a leader in the dermocosmetic design and production industry, with a strong international presence. The brand continuously enriches its product lines, offering from-head-to-toe care options, while consistently staying at the forefront of developments and consumer preferences.

The brand was recently in the lookout for a Social Media strategy update. It was deemed necessary to take a fresh look at digital marketing, through which the company’s image and brand awareness would be renewed – being relevant is essential in such a competitive digital landscape as the beauty industry. This landscape is competitive both in terms of the players’ size – big brands with a strong impact – and in terms of media spend. Frezyderm decided to take a disruptive approach in order to win the awareness bet.   

Despite the highly competitive environment, the company revolutionized its content strategy, switching from a Social Media content/calendar-first strategy to a campaign-first philosophy.

The strategic shift involved a few turning points, while moving from a SoMe content/calendar-first to a campaign-first strategy. The primary challenge was to increase the overall brand awareness in an all-saturated environment, dominated by strong brands. 

Each campaign focused on a different product line, maintaining message consistency and leveraging the unique advertising opportunities provided by each platform. Our team also set off for content cross-exploitation across as many media as would potentially fit. It was quite critical to ensure the content strategy aligned with the style of each Social Media platform -being at the same time consistent to the brand’s core message, #Weskincare. Content saturation stood as an extra challenge to manage while playing a social media landscape as competitive as skincare, which is rife with tips, experiences and native content.

Our team responded with a radical change, designing a separate communication campaign for each different product line and category. From Facebook, Instagram, YouTube, to TikTok, Pinterest and Snapchat, the company’s strategy spread by broadcasting our two key messages plus the fresh, engaging content we created for each line. Through the messages “We skincare” and “Care that grows”, the company’s values were communicated, refreshing the digital image. 

Our approach focused on the demographic targeting of the audience – with the aim of expanding the reach of the campaigns to various groups- while leveraging every Social Medium included in the strategic planning. Specifically, we often utilized different KPIs depending on the dynamics of each platform and based on the best performance. In a technical level, for greater effectiveness, we proceeded with: 

• Interests & demographic targeting audiences and lookalike audiences, based on remarketing audience behavior
• Audience liquidity, with a potential reach of 1.5+ million 
• Automated placements, with dedicated assets per placement, for better end-user performance
• Reach & Frequency and Auction campaigns targeting Awareness / Video Views

In addition, we partnered with select creators on Instagram and TikTok, for content publishing and experience sharing.

The new social media strategy significantly increased Frezyderm’s awareness and engagement. There was an unprecedented 40% increase in reach & impressions across all social media, with over 3 million and 1 million users reached monthly on Facebook and Instagram respectively. Notably, ad recall on Facebook/Instagram exceeded 15%, up +50% year-over-year. 

Videos garnered over 200 million views across all channels, with a 45% average view rate. Monthly clicks on the site increased by 35% and audience interactions scored +70%, pushing the average ER% across all channels to over 15%. This surge allowed Frezyderm to reach a wider audience, reinforcing the brand’s message and making it top-of-mind in its field.

• +40% in social media impressions
• More than 200 million video views across all platforms
• +15% ad recall on Facebook and Instagram, 
• +70% in audience interactions 
• +35% in monthly website clicks