How Pierre Fabre boosted Ad Recall by 14.3 points using Partnership Ads.
Transform influencer collaborations into consistent, trackable revenue.
Objective
Background
Laboratoires Pierre Fabre is a French multinational pharmaceutical and cosmetics company. Their brand, Eau Thermale Avène, focuses on treatments for all skin types, with a particular emphasis on the most sensitive. Avène Solutions is committed to sustainability through the use of refillable packaging, waste reduction, and a dedication to a more eco-friendly future. One of their latest products, Cleanance Comedomed, efficiently addresses pimples and blackheads at the root, featuring an anti-relapse effect.
Strategy
Pierre Fabre aimed to enhance awareness of the newly launched Avène product, Cleanance Comedomed, by showcasing its effectiveness and the brand's values. To convey these values, Pierre Fabre strategically collaborated with creators via The Cirqle's platform. Specifically focusing on the German market, three creators were thoughtfully selected, ensuring a majority of their audience resided in Germany. The criteria also prioritized creators who openly shared personal experiences, particularly regarding skin issues like acne or dry skin. This approach sought to establish a more personal connection with the audience, emphasizing the product's unique features.
Strategy
Results
By authentically sharing their personal skin struggles, creators forged a powerful connection with audiences experiencing similar concerns. By being open about skin issues, the creators' fostered a genuine connection with the audience. A Meta brand lift study solidified these results, showcasing a substantial 14.3-point surge in ad recall and a noteworthy 6.7-point increase in brand awareness. This data underscores the tangible impact of incorporating creator content as partnership ads alongside the standard campaign strategy.
Conclusion
By authentically sharing their personal skin struggles, creators forged a powerful connection with audiences experiencing similar concerns. By being open about skin issues, the creators' fostered a genuine connection with the audience. A Meta brand lift study solidified these results, showcasing a substantial 14.3-point surge in ad recall and a noteworthy 6.7-point increase in brand awareness. This data underscores the tangible impact of incorporating creator content as partnership ads alongside the standard campaign strategy.
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