Nano & Micro Influencers for BIODERMA Atoderm 

In the highly competitive Polish market, BIODERMA faced a significant challenge in increasing the visibility and sales of its Atoderm Intensive Balm, a specialized skincare product designed for extremely dry skin. Prior to the campaign, market analysis showed that potential customers were either unaware of the benefits of specialized dermocosmetics or loyal to established brands. BIODERMA needed a strategy not only to introduce the product but also to educate the market about its unique benefits and build brand loyalty.

Our Solution

Strategy Overview: To overcome these challenges, we devised a comprehensive influencer marketing campaign focused on nano and micro influencers. This approach was chosen due to these influencers’ perceived authenticity and closer relationships with their followers, which are crucial for products requiring trust and education.

Influencer Selection and Education: We activated 100 carefully selected nano and micro influencers who had a track record of engaging with health and beauty content. We conducted workshops and webinars to educate them about the science behind Atoderm Intensive Balm, its unique selling propositions, and its usage benefits. Influencers were equipped with FAQs, product samples, and scientific data to ensure accurate and persuasive communication.

Content Creation and Distribution: Influencers were encouraged to create unique content that resonated with their personal experiences with the product. This ranged from blog posts and reviews to Instagram stories and YouTube videos. They shared their skin care routines, incorporating the balm, and highlighted how it solved specific skin issues such as extreme dryness and sensitivity during the harsh Polish winter.

The Results

Content Reach: Influencers published 240 unique pieces of online content, collectively reaching over 3 million viewers.
Engagement and Recommendations: 99% of the influencers who participated in the campaign reported that they would recommend Atoderm Intensive Balm to their followers. Engagement rates on posts were significantly higher than the industry average, indicating strong viewer interest.

Qualitative Feedback: Feedback from both influencers and consumers was overwhelmingly positive. Influencers praised the educational aspect of the campaign, noting that it enhanced their credibility and confidence in promoting the product. Consumers appreciated the genuine testimonials and detailed information, which helped them understand the benefits of the product better.

Visual and Media Highlights: The campaign also featured visually engaging content, including before-and-after skin condition photos and video diaries documenting the skin improvement journey of influencers and selected followers.

Lessons Learned 

The success of the campaign highlighted the effectiveness of using educated nano and micro influencers to communicate complex product benefits.

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