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Hoewel de producten van hoog niveau zijn, bleef de zichtbaarheid onder de doelgroep achter. De ambitie was helder: groeien in naamsbekendheid en een sterke positie opbouwen binnen de markt. In de rol van Allround Online Marketeer heeft Debora deze wens vertaald naar een gerichte en duurzame strategie.

\n

Het resultaat

\n

Met gerichte optimalisaties binnen een lopende campagne zijn de prestaties aanzienlijk verbeterd. De zichtbaarheid onder de juiste doelgroep is sterk toegenomen, tegen aanzienlijk lagere kosten. De combinatie van sterke organische content en strategisch ingezette brandingvideo’s heeft geleid tot een duurzame groeistrategie die blijft bijdragen aan de ontwikkeling van het merk.

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De uitdaging

\n

De focus lag op het vergroten van merkzichtbaarheid, zonder een grootschalige en kostbare campagne op te zetten. Met de sterke basis op Instagram, lag de oplossing binnen handbereik.

\n

 

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De aanpak

\n

De basis bestond uit een actief en consistent gevuld Instagram-account met hoogwaardige organische content. Om deze content meer bereik en impact te geven, is een bestaande profielweergavecampagne strategisch geoptimaliseerd.

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In plaats van een brede interesse-doelgroep is gekozen voor een kwalitatieve look-a-like doelgroep, gebaseerd op bestaande Instagram-volgers. Door te targeten op gebruikers met vergelijkbaar gedrag en interesses, werd de kans vergroot dat de nieuwe doelgroep daadwerkelijk affiniteit heeft met huidverzorging én met het merkverhaal van AM.PM Skincare.

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Daarnaast zijn de creatives vernieuwd. In plaats van bestaande posts te promoten, zijn speciaal ontwikkelde brandingvideo’s ingezet. Deze video’s brengen het verhaal en de visie van AM.PM Skincare krachtig over en nodigen uit tot een profielbezoek. Eenmaal op het profiel maken bezoekers kennis met productinformatie, lanceringen en actuele content.

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Om het budget zo efficiënt mogelijk in te zetten, zijn bestaande volgers uitgesloten van de campagne. Hierdoor wordt volledig gefocust op nieuwe potentiële volgers. De look-a-like doelgroep vernieuwt bovendien automatisch mee naarmate het account groeit, wat bijdraagt aan de duurzame en toekomstbestendige strategie.

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Waar ik trots op ben

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Wat ik mooi vind aan deze campagne, is dat enkele gerichte optimalisaties zo’n groot effect hebben gehad. De groei in volgers is gerealiseerd, zonder dat er binnen Meta daarop gestuurd kon worden. Het resultaat komt dus echt uit de gekozen strategie. De brandingadvertenties en organische content versterken hierin elkaar en het is waardevol om te zien hoe dit op kort termijn resultaten geeft.

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