Biotherm wanted to strengthen their positioning as brand leader in skincare with Glamour users. In order to create engagement and build on brand values, we have created a branded channel –“Life & Trends”- inside the Glamour Beauty Section (6 months). This channel, updated weekly by the editorial team, included articles and videos about healthy routines, skincare and its benefits. 100% of the content was created by the editorial team that chose topics based on the interests of the audience. The channel has a very entertaining and didactical approach, ranging from topics such as which smoothies to drink after exercising to healthy celebrity routines.
+110k UU + 275k PV
Average Time Spent 1:04 min +6.5M qualitative impacts on Premium native positions with an average CTR of 0.27%
Many of the articles exceed average website visit durations. During its first month, the article “Qué comer después de hacer ejercicio (What Should I Eat After Exercising)” had a visit duration of 3:58 minutes, 72% above the site average for that same period (02:07 minutes).
+82 tweets with editorial criteria +283k impressions +244 Retweets +19k interactions with Tweets
Market Coverage
The brand channel garnered major interest within the industry, and a large number of advertisers showed interest in the strategy. The corporate group L’Oreal International recognised the Spanish branch for this channel in an internal marketing competition. The client is so satisfied with both the quantitative and qualitative results that the agreement to continue the campaign on 2016 has already been signed.
“For Biotherm, this partnership was a new way to work on brand content, linking our products to previously defined territories that are relevant both for the consumer and for Glamour readers.
Clearly, this was a transformation in how we work with Condenast, placing value on their great strength: content production. Furthermore, we changed the focus given to advertising.
The results speak for themselves. For the Biotherm brand, this is a best practise at a European level, and we will continue to work on this line in 2016.” María Barrié, Digital Marketing Director L’Oreal Spain.
What made this campaign so compelling?
Highly relevant content for our audience was the campaign’s bulletproof activity. Every action taken on the branded channel was created by Glamour editorial teams, with no client participation. This led to a high quality content that naturally fit in with the magazine’s essence and values, making it easier for our readers to spread the word on social media.
