THE CLIENT: GALDERMA
Galderma is a French skincare retailer, who are most famous for the ‘Azzalure’ and ‘Restylane’ brand of fillers. Their aim to enhance the quality of people’s lives through their innovative, science-based portfolio of sophisticated brands and services, which are both trusted and recommended by healthcare professionals.
Galderma understands that everyone’s skin is unique, and each person has their own skin story and needs. They aim to embrace these differences and offer cutting-edge, premium brands that fit their customer’s individual requirements across the full spectrum of dermatology through aesthetics, consumer care and prescription medicine.
WHY THE CLIENT NEEDED OUR HELP:
Galderma run webinars several times a year to promote their products and services but have historically struggled to gain a big enough audience to attend these webinars.
HOW THEY MANAGED THEIR ISSUE (PRIOR TO SEEKING OUR HELP):
They were attempting to recruit delegates by using occasional and sporadic emails and social media posts. They had no real coherent or regularly enforced strategy.
HOW THE PROBLEM MANIFESTED ITSELF:
Naturally, this resulted in having very low webinar numbers each time.
LENGTH OF ISSUE:
A few years, but they only ran a few webinars a year, so they never really invested in advertising them properly or approaching the required marketing in a structured and successful way.
WHAT INSTIGATED A DESIRE TO SEEK OUR HELP?
They were spending a lot of money on product and service development but were not generating a sufficient return on their investment. This understandably dented their confidence when it came to pitching new ideas because of the poor customer take-up in the past.
HOW DID WE DIAGNOSE THE PROBLEM?
Using our experience from having marketed several corporate webinars in the past, we were able to put together a strong strategy that combined social media posts, social media ads and a series of regular emails that were all targeted at the appropriate audiences to ensure maximum engagement.
The webinar was for GAIN (Galderma Aesthetic Injector Network) – this is an online educational platform to support healthcare professionals administering the Galderma portfolio of products, and our campaign resulted in 657 attendees to register for the launch – a far superior result to Galderma’s previous and independent efforts, and so the client was extremely pleased.