The Italian market has historically been characterized by a strong penetration and a massive investment in traditional media. The Branded Content is a growing phenomenon strongly related to the widespread diffusion of digital devices such as smartphones and tablets. Companies, especially for brand awareness issues, still prefer to plan on traditional media.

On the other hand the economic crisis pushes towards digital investments but the conversational nature of the web is still a strong deterrent for the the spread of branded content on digital medias.

Actually the problem is the increasing mass of the elusive consumers. That’s why is crucial to use alternative tactics to engage them on non traditional media.

Our market is still small when considered in terms of absolute value but potentially interesting for ads investments.

The strength and originality of the creative lies on the usage of settled dynamics and behaviours amongst our target just to demonstrate that the opposite behaviour – rely on specialists - is the right one.

The originality lies in the innovative use of a conversational platform to obtain a direct response.

The growing phenomenon of YouTubers in Italy led us to create a dialogue between our brand and users just where the conversation takes place.

+80% traffic increase to the Dermaday Skincare Website

+37% check-ups.

More than 20 millions of media impressions

Over 1 million views in the first month

2.541.000 watched minutes

More than 45.000 online conversations about skincare

Skincare relevance on Google Trends: +32%

More than 40.000 comments e shares on Facebook e YouTube

165 articles on blogs and websites

Facebook

8.015 fans on Facebook Fan Page

632.000 post total reach

1.300.000 post total impression

82.000 viral reach (users for 1 story)

3.340.000 friends of fan reached

27.000 weekly total reach (FB peak)

Twitter

620.000 total reach with only 1.200 followers