PROJECT 2015 - 2016

BIODERMA RE-LAUNCH IN VIETNAM

FACEBOOK COVER.png

SITUATION

Bioderma was launched in Vietnam in Jan 2015 through a French exclusive distributor which specialized in distributing medicines and was expanding consumer care and personal care products including Klorane (Shampoo), Bioderma, Dermeden, Purressential, etc. During 11 months, it spent over 95% budget on ETC channels, Dermatological Events, and Facebook with limited return on investment. Interestingly, its revenue was exactly equal to its marketing budget. In addition, Facebook fanpage only had page likes without any engagement. Sample size and travel size were kept in distributor without any usage right. Until 15 Dec 2015, the budget left to use was only 700 USD.

OUR ROLE

Was invited to assess the key issues and propose Marketing plan for this brand. However, because of complicated route-to-market plan, the internal team couldn't handle, I took over the strategy and operation to the market.

WE DID

  • Analyze and Assess 5Cs (Category - Main Competitors - Consumers - Channels - Company)

  • Define Route-to-market plan (including new channels, e-commerce,...) and Marketing Plan with clear roles of product range and clear role of SKUs among portfolio.

  • Strongly convince to use travel-size and sample-size to build trial (because there was only 700 USD left for marketing and no plan ahead for 2016)

  • Change target group, the content strategy, portfolio management in Facebook, the advertising approach. (700USD spending only in 2 last weeks of Dec 2015, then the engagement during Jan 2016 to Nov 2016 were all organic with 100 post engagement per day) - Contact Makeup Artists for viral. - Deal with Mabel Box to deliver sample size freely for Bioderma to end-users as building trial. - Set clear strategic SKUs and objectives to sales team based on the nature of the product.

plan Bioderma 1.png
plan Bioderma 2.png
13522058_1124656380940885_54042321457420
14670756_1255371227869399_19824974502148
13413118_1115274748545715_37448201256728
13533179_1119646731441850_74839696526314
15036312_1281385778601277_67427847935233
15420785_1324149460991575_48447272319459

RESULT

After 2 week of changing the approach in Facebook, only paid 700USD, each day, Fanpage got 50-100 comments and inbox messages asking for advice and buying products without spending until Oct 2016. (Problem between Bioderma Head Quarter, Bioderma Regional Office in Hong Kong, and Distributor in Vietnam)
Revenue in 2016 was 4X higher than in 2015.

Bioderma 1.png
Bioderma 2.png
Bioderma 3.png
Bioderma 4.png