Dr. Hauschka is a natural cosmetics brand loved by celebrities, make-up professionals and consumers alike. With plant- and mineral-based ingredients, Dr. Hauschka offers a range of products that nurture the skin while revealing a woman’s true beauty.
The marketing team came to us with a business objective: to attract a younger audience that can grow old with the brand through sampling two face care products. Dr. Hauschka was happy to adopt the Refreshworks Campaign Funnel strategy and experiment to learn which key USP resonates best with their desired audience.
Combining social listening and retail marketing data, we segmented their target audience into three personas and formulated multiple hypotheses to validate the strategy. Our strategy entailed testing three USPs or claims: Dr. Hauschka having organic products, Dr. Hauschka valuing inner beauty, and Dr. Hauschka being a point of authority.
Communicating two products, four key ingredients and three USPs wasn’t an easy task. In order to make the most out of the budget and communicate the messages clearly, our strategy and creative teams worked together to create a modular storyboard structure. The USP-related elements in the videos were variable and all else was kept constant. With that we were able to focus on creating fun and fresh videos that the target audiences will respond to. By combining filming, photography and 3D animation, and music composition, we produced six videos ready for testing!
The six videos were tested on 3 channels, where the target audience are mid-to-heavy users. After setting up the digital base, we focused on attracting landing page visitors. The tactic was to create a controlled environment, so two new landing pages were created. Once the user responds to the CTA, she is diverted to a clean landing page where she can easily request a sample of Dr. Hauschka’s Reinigingscrème or the Vloeibare Dagcrème.