Marketing Strategy – Audience Building Campaign – Ego SkinExpert

7 Aug. 2019 - - Total Reads 1,181

Ego Pharmaceuticals has been a dominant force in the Australian skincare market for more than 50 years. It researches, manufactures and markets over 120 products including QV Skincare, SunSense sunscreen, Aqium Hand Sanitiser and Pinetarsol.
For the past decade, AndMine has been working closely with Ego by providing an extensive range of digital services. Despite being an already successful brand, Ego came to us with the challenge to further improve its conversion rate and build its audience.

What we did

Ego SkinExpert was then born.
The online forum allows visitors to ask skincare questions and receive personalised, well-researched answers from EgoSkin experts. This aligns well with Ego’s aim to expand audience base as well as establishing credibility in the market.

 

What we achieved

SkinExpert has since been driving relevant traffic into Ego’s eCommerce site. The forum also provides us with invaluable data that helps with audience targeting and boosting Ego’s organic digital position (SEO).
The conversion rate (question submission) has seen a 20 times growth within 4 months, and CPL has lowered down to $0.16. We once had to pause the ads on Facebook due to an overwhelming amount of questions (700 submissions within 3 days).

Marketing Strategy – Audience Building Campaign – Ego SkinExpert is only a part of digital. Nothing online sits in a silo anymore. To avoid costly mistakes AndMine’s gives direct and honest answers before we quote. Our in house team delivers all our digital agency services with speed and quality. Basically, If it is digital, we do it. Go on, test us.

Vivian Lee
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