Cetaphil
The challenge
Cetaphil is a highly effective, pharmacy only therapeutic skincare with marketing challenge. Those who had used Cetaphil, generally raved about it; the problem was, not enough people knew about the brand. With a limited marketing budget, traditional methods had only delivered mediocre results.
The strategy
In order to increase Cetaphil’s awareness levels and, in turn sales, Tick Yes implemented a digital relationship marketing program. This involved engaging targeted consumers with the offer of free samples – customised to their specific skin type – and then continuing to communicate with them via email. Along with incentives to purchase, a variety of methods were used to ensure that Cetaphil’s brand fundamentals were continually reinforced including offers, competitions and consumer blogging. An online survey was also sent to the community annually to better understand evolving consumer needs and interests.
The results
Starting with no website and no opt-in database, Tick Yes built up a highly engaged community with 50,000 members. With the implementation of the program, Cetaphil’s sales increased vs. previous years by between 18% and 21%. The average open rate for emails was between 27% and 32%. consistently grew every year by 13% – 15% on average. Combined with the high email open rates, the online surveys had an average 80%+ completion rate.
