Context

DOBI - The Home of Beauty. Switzerland's largest beauty retailer wants to strengthen its digital presence by reaching beauty professionals with targeted campaigns through social media marketing. To this end, the already established communication channels to the target group are to be expanded with a significant digital focus and, based on a revised positioning, the anchoring in the target group is to be further sharpened.

Challenge

In addition to a tight national and highly competitive market, the steadily growing e-commerce market in the beauty sector and the direct distribution of major brands to the end customer are proving to be a particular economic and communications challenge. As a medium-sized company, expertise, skills and downstream also frequency of digital social media campaigns and paid ads have to be built up and activated from scratch.

Approach

On a strategic level, Brand Affairs defines a three-stage activation campaign via DOBI's social media platforms. The goals of each campaign are general target group awareness, newsletter registration via the DOBI website and holistic new customer activation. Brand Affairs takes care of the strategic development, content definition, coordinates the production of the assets, campaign management, monitoring and reporting of the complete campaigns. In parallel to the established momentum, the know-how transfer to the growing DOBI digital marketing team and a hand-over is structured to embed digital marketing capability within the organisation.

Project

Digital Marketing Campaigns, Paid Ads Campaigns

Industry

Beauty, Lifestyle

Partner

Country

Switzerland

Implementation

since 2022, ongoing

Contact

BRAND AFFAIRS AG

Lucas Mörgelin

Result

Thanks to Brand Affairs, DOBI was able to launch and execute a complete digital communication campaign from 0 to 100 within a few months. The campaigns lay an essential foundation to better sharpen DOBI's digital marketing capability in order to reach Swiss beauty professionals even more effectively via social media with future campaigns. We are working with DOBI on further follow-up and retargeting campaigns and are proud that DOBI has now found a firm foothold in the digital beauty world and from here on can also communicate via social media as the leading Swiss beauty specialist in the market.

"With the competent support of Brand Affairs, we were able to set up the activation of digital marketing in a target-oriented and professional manner and significantly increase our visibility in social media. You can feel that the whole team is there for us with know-how and heart - the personal atmosphere is enormously appreciated by us as a client."

Selina Späni

Head of E-Commerce & Marketing DOBI-Inter AG, DOBI