BIOTHERM: Social Playbook

THE BRIEF

In 2018, BIOTHERM approached us to define its global social media guidelines. More than a document, this true “Playbook” aims to bring the new BIOTHERM come to life.

With 2 core goals: to restore Biotherm’s luxury image & also generate products advocacy.

The scope of this Playbook is global, with a clear “China-first” approach.

THE STORY

TRANSFORMING BRAND ESSENCE INTO A SOCIAL MISSION

After a strong assessment of brand identity and upcoming productions, we’ve come with a new social mission for BIOTHERM, easily replicable in every country.

This social mission is then fine-tuned depending on social channels, following our RE-UP equalizer system.

CONTENT PILLARS

We’ve totally redefined the content system: with the help and lead of also our senior creative team SOS in Bel Air, we’ve rethought social activities, social content, rhythms and tone-of-voice of the brand.

With a blend of art direction mixed and data analytics, this Playbook does not compromise the brand image while becoming an engine to reach wider audience.

COMMUNITY BUILDING 

Aligned with influence and activation departments, we’ve built up a sort of BIOTHERM ‘political system’, allowing local community managers to better build their local pools of consumers, influencers, partners, with a set of scenarios.

With a strong focus on e-commerce, every action and every content is thought to enter a marketing funnel. We’ve come with a Playbook solving both the “organic” actions and the “paid” content, reuniting always-on work and campaigning.

Thanks to the network of L’Oréal, the account is managed 24/7; it allows BIOTHERM to reply to followers and consumers in their local languages, while also feeding HQ with inspiring content.

CREDITS

Creative, editorial and strategic team: RE-UP

Creative Direction: SOS in Bel Air

2016-2018

FORMATS

Social media assets (Facebook, Instagram, Twitter)

Photography & videos

Motion design

LUT design