Uriage is a well-known French pharmacy cosmetics brand, established in 1992, with a presence in 70 countries. The brand was introduced in the Greek market 3 years ago as part of the APIVITA group of brands. In 2018, Uriage wanted to increase the awareness of its products in Greece, and further develop its communication plan, so it hired Interweave as its strategic consultant and creative partner.
Interweave designed and executed a detailed social media strategy that incorporated organic, paid and influencer marketing to boost brand and product awareness and define the brand’s territory in the greek market.
To better illustrate the brand’s character and appeal to its key audiences, we evolved the brand’s visual language to include anthropocentric materials, bold typography to drive messages across and interesting formats to engage, while developing and using a distinct color palette that can be easily associated with the brand and its products. Using materials produced by the brand for global usage along with own creative assets, we managed to create and disseminate more than 100 different concepts without any need for additional production.
Our strategy included a balanced combination of paid, organic and influencer marketing, carefully selecting beauty influencers to introduce the brand to greek audiences and employing sophisticated targeting to maximize ROI of the advertising budget.
As of today Interweave:
During the last 3 years, Uriage has managed to grow from a new, unknown brand to a determinable force within the Greek pharmacy cosmetic market. As a small example, the 2021 Bariederm Cica Daily campaign achieved a reach of 800K potential interested persons, 4.9M impressions and 199K ad recall lift.
