BIOTHERM: Social Playbook
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.
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.
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.
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.
Creative, editorial and strategic team: RE-UP
Creative Direction: SOS in Bel Air
Social media assets (Facebook, Instagram, Twitter)
Photography & videos