Case Study
MUSTELA
Communicating Expertise To The 'Real Experts'
Social Media Management
Mustela is a French brand established in 1950 under the aegis Laboratoires Expanscience which was created by entrepreneur Paul Berthomé and pharmacist Claude Guillon. Back then, they created the very first cleansing milk specially designed for babies’ skin. Mustela manufactures clean & expert skincare products of natural origin for babies from birth and the whole family.
The brand is world-renowned for its commitment to sustainability with the use of plant-based active ingredients and green technologies.
THE CHALLENGE
Mustela Middle East has several channels across the region. When the team approached us they have different agencies handling these pages that resulted in variations in tone of voice and creative strategies. They wanted a single agency to handle a single social media channel that consolidates content from all the different markets. Their objective was to work with an agency that understood the needs of the local audience belonging to the different middle eastern countries and could help them create and curate content to suit the cultural demographics and draw in their target audience.
The main challenge of this project was to amalgamate these different social media accounts into one hero account that represents that entire region. Since the different markets carried varying product portfolios, it required a lot of planning and communication to get the right messaging and creative approach to achieve this balance.
The objective was to-
- Raise awareness about the brand in the Middle Eastern markets
- Consolidate different market-based pages into one single Mustela Middle East page
- Build brand consideration and recall amongst parents and caregivers, primarily mothers, about its product offerings
- Highlight the brand’s commitment towards eco-sustainability and proven expertise in neo-natal and pediatric dermatology
- Build an online community of mothers, parents, and caregivers around the brand, with mothers being the primary sub-section
- Curate aesthetic content that focuses on product benefits, high-quality and focus on its plant-based and natural ingredients
- Be soundly responsive to community management
- Work with influencers to amplify the reach and awareness of the brand and to source user-generated content (UGC)
- Increase product sales and brand affinity through original and curated content
THE SOLUTION
As per our strategy, we conducted an in-depth social media audit, and brand and competitor analysis, to frame our content plan. This included creating a set of audience personas to better position the content. We also designated budgets to boost certain content sets to broaden their reach and drive more impact.
We implemented the following measures –
- Utilized the global media asset library share by the French headquarters of the brand to create a social media content calendar that matches the audience’s interests in the middle east.
- Crafted curated content for the local audiences as per the different product ranges
- Adapted the globally-targeted content by localizing it to the regional markets
- Created localized content in English and Arabic
- Created content with a more empathic brand feel to enhance product benefits and address mothers as a primary audience set
- Addressed the challenges faced by mothers to choose the mildest and most natural ingredients for their baby’s skin and position Mustela as the best and safest option
- Created a lot of infographic-based content to educate about product ease-of-use and other benefits
- Created several videos to enhance the visual and informational appeal of the content
- Executed a highly-engaging influencer-marketing campaign to broaden brand reach, improve resonance and create quality user-generated content (UGC)
- Created a Ramadan-focused content plan which included shooting with local influencers who were young mothers and had a strong social media fan following
THE IMPACT
We started by trying and testing various content approaches on internal focus groups to ascertain the most effective strategy that will engage the audience. We successfully assessed the right content types and formats that resonated well with the audiences.
Here is an overview –
- Increased the number of followers across all target channels
- Increased engagement rates on various content formats
- Consistently gained followers by localizing content and building creative engagement strategies.
- Created a highly engaging and active community of mothers, some of whom were content creators, which built brand loyalty.
- Enhanced the brand’s affinity by partnering with influencers who align with Mustela’s brand values and target audience. These were young mothers who had a strong native social media fan base
- Encourage meaningful online interactions through highly responsive and empathetic community management that addressed customer concerns, initiated fruitful conversations and build credibility. This fostered a sense of community and loyalty among Mustela’s customers, leading to a stronger brand-consumer relationship
- Increased audience participation in on-ground brand events through social media outreach and influencer campaigns
- Contributed to increasing quality website traffic that resulted in expanding knowledge base about affiliated resellers and third-party shop fronts
- Contributed to increasing quality website traffic that resulted in expanding knowledge base about affiliated resellers and third-party shop fronts
- Effectively utilized social media listening and community management practices to enhance brand image and Share of Volume (SOV)
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