Philips is launching an integrated campaign to continue to raise awareness and build trust in its skin rejuvenation system RéAura – the product with an £800 price tag – targeting highly affluent women.
Research into RéAura’s target market found that consumer trust in the product, which is claimed to give radiant skin in eight weeks, grew after seeing real life before and after pictures and results. Therefore, all campaign activity drives consumers to an interactive RéAura Tumblr site
Created by WDMP, the site includes user diaries and real-life trial results primarily made up of user generated content.
Direct mail activity, also created by WDMP, focuses on activating the audience with a personalised luxurious mailer including a booklet, ‘Introducing time travel for your complexion’.
This details the RéAura product, the results that can be achieved and features high quality before and after images. A follow up mailpack will introduce the real-life product ambassadors who are trialling the product and encourages recipients to follow the ambassador journey online. It also features an exclusive £100 cash-back offer on purchase and registration of the RéAura product.
Philips skincare business development manager Vicky Cunningham said: “The RéAura campaign is an exciting one for us as it gives us an opportunity to demonstrate to our prospective customers the results that we know the product achieves in a really fresh and unique way. In the age of the consumer, there is no better brand ambassador than another real-life customer. With this integrated campaign and our Tumblr site we hope to provide the right mix of user generated and expert content to allow the audience to make an informed purchasing decision.”
