We developed a new sales channel for SVR in order to attract new qualified audiences, improve brand positioning, and increase product sales through live events featuring expert suggestions.
Client
Industry
Retail y eCommerce
Services
Live Commerce Strategy
Tech Consultancy and Platforms Integration
Creative Thinking
Production and Stream Coordination
Data analysis
The Challenge
Involve pharmacies in reaching new audiences
SVR is a dermocosmetic brand—with its own eCommerce platform and sales through pharmacies—that needed a strategy to help achieve the four objectives set by its Marketing and Commercial departments:
- Position the brand as an expert in the dermatological sector.
- Reach new online audiences to convey its brand message.
- Increase sales in the digital channel.
- Foster loyalty among its key customers in the pharmaceutical channel.
“Since the objectives included a branding component, the strategy could not be a ‘one-shot’ initiative but rather a continuous effort over time, creating a constant communication channel with the audience and opening a new sales channel that would not only impact the brand’s results but also those of its channel—pharmacies. In fact, the biggest challenge lay in how to involve these pharmacies to support them in achieving an increase in sales of SVR products and turning them into allies not only in building the brand message but also in its dissemination.”
What We Did
Events with experts that offer solutions beyond just selling products
Live commerce turned out to be the perfect channel to address the four objectives set by the client, as it serves as a communication channel with digital audiences that not only allows us to convey the brand message in detail—since we have 40 minutes to discuss the brand and the product—but also to answer users’ questions live. Brandformance in its purest form!
We started the project with an initial immersion phase to understand the client’s pain points and how they were approaching the sale of their products across the different existing channels. From there, we defined a strategic plan for the creation of the new live commerce channel.
To achieve this, we proposed conducting a monthly live shopping event presented by an expert from the brand with strong communication skills. This expert role is crucial to the strategy, as it helps not only to build the desired positioning but also to encourage immediate sales and address the core element of live shopping: live interaction with audiences seeking information about the product.
We planned 40-minute shows, divided into 10-minute dynamic segments that propose treatments for different skin types, such as atopic skin, mature skin, acne-prone skin, among others. Subsequently, we focused the content on specific issues and offered solutions to address them, promoting the sale of each product routine with different incentives and discounts for each content block, thus generating a FOMO effect and encouraging immediate purchases.
To achieve greater engagement and user participation, as well as to reach new audiences with the brand message, each live session is co-presented by a representative from a pharmacy, and we connect the event to their eCommerce platform. This way, users can click on the product displayed on the screen and complete the purchase process on the pharmacy’s eCommerce site, without losing sight of the event, as it remains floating in a secondary window.
Additionally, in the days leading up to the event, traffic campaigns are carried out through the brand’s and pharmacy’s own channels, as well as paid traffic campaigns targeting specific audiences, directing them to a landing page hosted on the pharmacy’s site to capture leads, who will subsequently be notified of the live shopping start time.
Key Learnings
Greater expertise, greater conversion: Although incorporating experts on the brand’s products instead of influencers resulted in a significant loss of event traffic compared to what can be achieved with an influencer, we managed to reach better-segmented audiences, resulting in a very high conversion rate. Additionally, the purchase tickets were higher, as the event encouraged the purchase of complete treatment routines or packs of products related to specific skin types or issues, rather than just a single product.
Results
Laura Montoliu
Digital Marketing Manager at SVR
We highlight
Events hosted by a brand expert,
that conveys security and trust, achieving a high level of conversion.
Personalized advice in a highly interactive and participatory way,
allowing users to present their specific issues and receive immediate responses.
Content highly focused on results,
providing a complete product routine for each problem to solve it, resulting in shopping carts with multiple products.
Involvement of pharmacies that validate the brand message,
contribute reach to the campaign, and significantly improve their online sales thanks to live shopping.