There was a lack of brand heritage and brand awareness in Turkey. The social media strategy wasn’t widely developed so, there were only a few social campaigns, while the international guidelines was at this time quite French-market oriented, and not always adapted to the Turkish consumers. That’s why the client required our expertise of the French cosmetics sector and of the Turkish market to develop brand awareness.
- Development of a local strategy : we improved international guidelines by optimising it to local specificities. We included testimonials, keywords and a more lifestyle approach.
- Creation of local campaigns : we drove awareness on the brand by conducting a consequent micro-site around the 50-year celebration of Klorane.We also supported the launch of Klorane’s new range of products: Olivier haircare with social media contest. Finally, we created viral content by using Klorane's star product : the dry shampoo, as a flagship for the brand.