1.000 QUESTIONS, ONE ANSWER

1.000 QUESTIONS, ONE ANSWER

Among the most important

Cosmetic- Dermatologist

companies Worldwide

Selling Channel:

Pharmacies

Cutting-hedge techniques for

scientific product research

High quality reached

through technical and

aesthetic perfection

Istituto Ganassini

• Defend and overcome the high competition from other

multinational competitors

• Detect a strategy to mantain the market share of the top

product: Rilastil, a dermatologic cream for women stretch

marks

• Cross-seeling on other Ganassini’s products

• Develop emphaty and relationship with the customer

CLIENT’S NEEDS

STRATEGY

• Re-position the top product (Rilastil for strecth marks) towards

cosmetic use after the pregnancy period

• Increase engagement with consumers through the creation of

informative and emphatic content (Inbound Marketing)

• Deeper analysis and profiling of customers (CRM)

• Cross-selling activities to other products according to the

consumer profile (data driven marketing)

• Creation of a Customer Journey and a personalized relationship

with the customer (Content Marketing)

HOW

A cross-channel project targeting MOMS-TO-BE

and NEW MOMS through different touchpoints and

personalized contents.

HOW

A cross-channel project targeting MOMS-TO-BE

and NEW MOMS through different touchpoints and

personalized contents.

EASY, RIGHT?

• Become the reference point for future moms

during the most important 9 months of their

lives.

• Offer a pregnancy-dedicated website to

answer their questions and uncertainties

• Provide multichannel strategy full of

informative and emotional contents.

HOW

CONCEPT

1.000 QUESTIONS, ONE ANSWER:

Rilastil for strecth marks

YOUR QUESTIONS!

When you find out you are pregnant, there is

something growing at a faster pace than your

belly:

VIDEO

The concept is shared through a video on Web, Media

e Cinema channels.

The video shows the central focus the website

gravidanza.rilastil.it

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

WEBSITE

• The website is the core engine of the project

• It is developed according to SEO methods in order to

be listed on top on Search Engines when selected

key words are displayed (‘Questions’)

WEBSITE

The structure:

• 9 Months with You – an online entertainment

magazine

• My Diary – a reserved are for the customer

personalized depending on the month of

pregnancy

• My Beaty Routine- beaty advice from Rilastil

• Remise en Forme – a section for New Moms

WEBSITE

9 Months with You

WEBSITE

9 Months with you: in every month section,

6 sub-sections are availabe

MEDICAL

ADVICE

CLOTHING NUTRITION HEALTH

AND WELLBEING

INSIGHTS ON

MOTHERHOOD

SPORT

AND FREE TIME

WEBSITE

My Diary

WEBSITE

To access My Diary users need to sign up for Premium

content and get access to personalized promotions on

products.

Entertainment and informative activities are periodically

to provide Moms-to-be and New Moms with a fun and well-

rounded experience on the website and the brand

9 months Movie Question Wall

Spotify My Pregnancy Scapbook

It’s a Boy/Girl! ‘m’ama' kit

WEBSITE

9 months Movie

WEBSITE

Question Wall

WEBSITE

Spotify

‘M’AMA' kit

WEBSITE M-AMMA (MUM) AMA (LOVE)

WEBSITE

My Beaty Routine

Cross-selling

on other

Ganassini’s

products

WEBSITE

Remise en Forme

Increase the

cosmetic

use after the

pregnancy

period

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

SOCIAL NETWORKS

Facebook, YouTube and Instagram were the most important

channels for Adv campaigns to create traffic on the website

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

GOOGLE PAID

Adv campaign were realized according to the key

words (‘Questions’)

28

Google Display Video

GOOGLE PAID

29

Google Search

GOOGLE PAID

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

NEWSLETTER

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

33

MEDIA

Cinema E TV

CINEMA & TV

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

MEDIA

Radio

RADIO

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

PRESS

POS

DEDICATED

WEBSITE

TOUCHPOINTS

GOOGLE

PAID

CINEMA

&

TV

PRESS

RADIO NEWS

LETTER

SOCIAL

NETWORKS

POS

WATCH PROMO VIDEO

https://www.youtube.com/watch?v=CXSCRBl6KgQ

RESULTS

14. 765 New Moms registered in My

Diary

66.000 Website visits

2.500.000 Video views

2.370.000 People reached by

posts

20.000 Likes

6.000 Shares

20% Fanbase increase

92.000 Views

Thanks