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.
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.
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.