Skincare brand (anon.)
Centring the skincare brand in positive discussions between parents and teens significantly boosted awareness and positive sentiment
Brief in brief
To raise awareness and consideration of the skincare brand and its products among Mumsnet users, presenting their products as a way for parents to connect and bond with their teenage children.
Opportunity
Mums visit Mumsnet to discuss personal queries and seek advice about their children's skin issues. Skincare is a major topic, with users frequently sharing their favourite tried-and-tested products on our talkboards.
Partnership overview
We engaged and encouraged parents to connect with their teens over skincare. We placed the skincare brand at the centre of positive conversations, busting skincare myths and helping parents support their teens to feel confident in their skin.
Partnership elements
Editorial: Educated users with engaging content about skin issues and how best to achieve clearer skin.
Influencer activity: Showcased the brand’s products and their benefits in a way that positively engaged their followers.
Targeted display: Using our DMP Vantage, we successfully reached an audience of parents of teens interested in skincare, targeting them precisely when they needed acne solutions for their teenage children.
Results
Brand awareness:
Awareness of the skincare brand was low prior to the campaign, with just 17% expressing prior knowledge about the brand
Knowledge and awareness was 3.6x as strong for those exposed to the campaign
Positive brand sentiment:
Positive sentiment was 2.7x as strong for those exposed to the campaign
All remaining respondents having a neutral perception
