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RoC, the French anti-age skincare brand, asked Content Formula to help out with a major new promotion.

 

The brief

• RoC is a French brand that produces premium anti-age skincare treatments.


• To support the re-launch of their Retin-OxT+ range in France, they created Challenge RoC - a campaign to encourage women to try out the product for 12 weeks. The campaign slogan was "Give us 12 weeks and we'll give you 10 years off your wrinkles".


• The campaign had a 360 degree presence with in-store displays, television advertising, press advertising, PR support and online.


• . Content Formula was asked to take care of the online component. Close integration with the other campaign elements was key.

The exectution

• Content Formula developed a premium-looking flash site with lots of interaction and animation.


• The site was focused on getting women to sign up to the Challenge. It presented the details around the Challenge, the prizes and the products. On signing-up, users received a money-off voucher by email and were given access to a members section. This contained a progress tracker to use during the 12 weeks of the Challenge, an area where they could ask a dermatologist skincare related questions and a newsletter opt-in.


• Each month of the Challenge, a progress newsletter was sent out to give encouragement to participants and ensure they kept up use of the product.

The result

• The Challenge drove a massive increase in product sales in France.


• High participation was topped up with a high opt-in rate to the newsletters.


• Interest in the products and the site was impressive with many women using the "ask a dermatologist" section.


• Content Formula took the site through a 60 point compliance audit taking care of usability, legal and regulatory compliance, privacy and technical standards.

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