La Roche Posay Partnership
La Roche-Posay’s Always On strategy established credible, recommendation-led messages that were shared amongst several diverse networks with genuine interest in La Roche-Posay’s pillars of beauty and skincare.
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To drive on-going awareness and category leadership for La Roche-Posay amongst key consumers, Social Soup identified and engaged multiple tiers of influencers from high reaching influencers to everyday mums, each with the task of trialling La Roche-Posay products that are relevant to them and sharing their own authentic experiences through photo and video content.
La Roche-Posay’s Always On strategy consisted of two layers: First, engaging influencers monthly with high value product in order to drive mass awareness of La Roche-Posay’s varied range and co-create a bank of high-quality user generated content that could be repurposed by La Roche-Posay across their own social channels. Second, to create a tribe of every day mums that would be taken on a 12 month journey of trial, feedback and lots of surprise and delights in between.
By creating a tribe of every day mums, La Roche-Posay established themselves as the brand that mums not only purchased for their family, but actively recommended. The Mums Tribe was an incredible resource for La Roche-Posay in terms of trial, sharing, product insights, on and offline WOM, testimonials and content generation.
Through engaging influencers and every day mums across 14,327 activations that delivered 8,083 pieces of user-generated content, our community’s social posts drove on-going conversations about La Roche-Posay’s products, increasing awareness of La Roche-Posay’s offering and driving followers and peers to trial various products for themselves.