The challenge is to help the brand win over the hearts of customers, after having invested in conquering the market of doctors and beauty centres.
The challenge is to help the brand win over the hearts of customers, after having invested in conquering the market of doctors and beauty centres.
The brief comes from one of the world's leading cosmetic medicine laboratories, inventor of Botox and designer of a new slimming technology using cryolipolysis called Coolsculpting.
Adwise's approach was ad hoc, hybrid and exhaustive
We began by exploring the theme of non-invasive aesthetic medicine through in-depth social listening, accompanied by monitoring of techniques and communications around cryolipolysis. We also compiled all of our client's existing studies.
We then listened to women and men interested in slimming, both clients and non-clients of this technique, to gain an in-depth understanding of the perceptions and representations attached to the world of slimming (face-to-face focus groups in our group room in Paris).
-We then launched a quantitative study involving 800 people in France, via the internet, to confirm the findings and test the planned communication campaign. We identified the impact of the campaign on purchase intentions and on the brand.
The 2022 marketing plan has been widely validated internally
The campaign takes up our "claims" recommendations and redirects the customer contact points.
Enriching offerings and providing a vision of the innovation strategy
