C A S E S T U D Y
Raising awareness on a new Cetaphil product through theAsianparent’s content expertise.
Facebook Post #1
Facebook Post #2
Article
T H E S T O R Y
A multinationally recognised line of skin-care products
For over 70 years, Cetaphil has been committed to advancing skin science to provide you with the best sensitive skincare solutions. Cetaphil has been specifically formulating their products to care for all types of sensitive skin.
T H E G O A L
The goal of this campaign is to craft an article introducing Cetaphil’s Baby Organic Calendula line that explains and promotes the benefits of the ingredients in the products and establishes the brand’s credibility and medical heritage. THe brand’s e-commerce stores and retail partners shall be promoted in the article.
O U R S O L U T I O N
In order to achieve the goal and target KPIs of this campaign, theAsianparent team used their content expertise to create an article that best captures the audience’s attention. Beforehand, the team thoroughly checked the needs and requirements of Cetaphil first in order to avoid any delays.
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The article was then published in theAsianparent platform and promoted through a Facebook post that featured real photos of Malaysian mothers with their children using Cetaphil’s new Baby Calendula product line. The target reach for the Facebook post that was set by the client was 100,000. By the end of the campaign, the Facebook post’s total reach was 194,677 which is 1.94x higher than the target KPI.
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2 months later, in order to drive more traffic to the article, another Facebook post was made by theAsianparent team. The new Facebook post garnered a total of 191,072 impressions with a total engagement of 14,700 and 7,608 link clicks.
The article itself garnered a total of 21,260 page views with 91.11% unique page views, successfully introducing Cetaphil’s Baby Calendula to a large group of potential customers.
T H E R E S U L T S
After assessment, the campaign successfully achieved all KPIs. Additionally, the campaign's social media post exceeded the respective target by over 90%.
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From the first Facebook post findings indicated that:
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Total reach was 194,677
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KPI was successfully surpassed x1.94
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Number of impressions were 262,882
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Summation of comments, reactions & shares was 208
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5,626 total post clicks
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Observations from the second Facebook post:
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Total reach of 93,847
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191,072 impressions
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Summation of comments, reactions & shares was 1,959
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12,741 total post clicks
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Numericals from the Article showed to be incredibly fruitful:
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21,260 page views
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19,368 unique page views
