ABOUT

Super funny complex digital integrated platform.

The Challenge
IDI Pharmaceuticals, a niche company but at the cutting edge of dermatological research, wanted to rise its awareness and launch its Dermaday website to get a free skin check-up with its own dermatologists in pharmacies. How to drive people, who usually prefer to follow tutorials and googling skincare solutions, into pharmacies check-ups?

The Execution
We created “Cinzia, your skin friend”. A fake tutorial girl for YouTube and the social networks who gave unlikely but credible remedies for skincare. While her tutorials become weirder and weirder (we shoot 18 video tutorials) her popularity increased.
At this point, thanks to annotation, supers and banners on her youtube videos, we delivered IDI Pharmaceuticals message - “For skincare don’t be shallow, trust only in the true experts.” – driving people to Dermaday website to book a free skin check-up in pharmacies with IDI dermatologists.
The creative execution involved most followed digital platform (YouTube, Facebook, Twitter and Instagram) based on video and textual contents.

Results
More than 1.2 million views on Youtube in few weeks

Over 20 million of media impressions

More than 40.000 comments and shares on Facebook & Youtube

+80% increase in traffic to the IDI's Dermaday website

+37% Dermaday check-ups in pharmacies