Shared test of Natura Siberica products

Natura Siberica is famous for its high-quality natural products. As part of the promotion of two product lines - one for skin care, the other for hair care - the brand wanted to bet on an authentic message and a wide reach to the audience, so it decided to cooperate with experts in the field of beauty.

Description

Natura Siberica is a brand of natural cosmetics produced in the European Union from plant ingredients sourced from wild Siberia. The formula of the products is based on carefully selected and prepared extracts and vegetable oils, combining the tradition of Siberian tribes with the latest biotechnological knowledge. In the spring, the brand decided to promote two lines of cosmetics for skin and hair care. And the best way to introduce viewers to the benefits of the product was to conduct a test that showcased the effects and naturally created a space to tell more about the promoted brand.

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Target

The aim of the campaign was to raise awareness about the operation of two product lines (Oblepikha C-Berrica and Oblepikha Siberica) and to promote the availability of cosmetics in the Rossmann drugstore chain.

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Realization

We engaged four beauty experts — Ms. Hera, Ewa Pachulska, Natalie Beautyy and Vlog Lola (a total of 530 thousand subscriptions on YouTube), who announced a two-week test of Oblepikha C-Berrica and Oblepikha Siberica formulas on their Instagrams. The culmination was the publication of product reviews and test results in vlogs posted on YouTube and videos on IGTV. The purpose of the promotional activities was to encourage observers to join the test and share their opinions. As part of the collaboration, the spot “Catch the energy of sea buckthorn” was also created, broadcast as an in-stream advertisement for two weeks on YouTube. Measurement of efficiency was possible thanks to unique discount codes created for the action.

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Findings

In two weeks, Instagram posts exceeded 1.6 million views and more than 22,000 reactions. In-stream advertising, thanks to the appropriate optimization of the video campaign, was viewed 243 thousand times and achieved a VTR (ratio of ad views to the number of broadcasts, which indicates, among other things, the quality and relevance of the creation to the target audience) of 50%, thanks to which the cost of display of the ad (CPV) managed to be reduced by half compared to the assumed budget.

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