Riemann P20
In my role as the Account Manager for the Riemann P20 project, I had the exciting opportunity to work on both the National Campaign and the Influencer Campaign. Serving as a key point of contact for the client, I steered the project from the initial brief right through to execution, ensuring that everything flowed smoothly.
With a focus on targeting upper-middle-class women over 30 in bustling cities like London and Manchester, we aimed to promote their Original Spray SPF and Sensitive Skin products in the National Campaign and their Urban Shield and Hyperpigmentation Defence products in the influencer campaign through innovative digital strategies.
Managing a multi-faceted project like this entailed a lot of coordination and collaboration. I facilitated communication between essential stakeholders, including our creative team, strategists, and the client's marketing department. Regular weekly updates kept everyone in the loop, fostering transparency and teamwork across departments.
I was especially thrilled by the campaign results: we not only exceeded our impression goals but also achieved impressive engagement rates, even in the face of challenging weather conditions.
Learn more about Riemann P20 here.
Goals & Objectives
The key goal was to promote Riemann P20's Original ‘Once a Day’ SPF brand to an upper-middle-class female demographic aged 30 and above, primarily focusing on population-dense cities in the UK.
The supporting objectives were to increase awareness and enhance engagement.
My Responsibilities
Strategic Support
As a senior team member, I actively participated in strategy sessions from the initial pitch through the campaign briefing, contributing valuable insights typically expected of a junior advertising strategist. This involved collaborating with the team to refine campaign objectives, develop key messaging, and ensure alignment with client goals throughout the strategic planning process.
Influencer Management
In my role as the primary point of contact for influencers during the campaign, I managed relationships and communication throughout the entire process, ensuring that influencers understood the campaign goals and deliverables. I facilitated content creation, provided feedback, and coordinated approvals, aligning the influencers’ outputs with our overall marketing strategy.
Streamline Processes
I ensured efficient project management by establishing clear timelines and deadlines for each phase of the campaign. Additionally, I created a streamlined communication process with the client to maintain timely approvals on influencer content and creative deliverables, ensuring that all stakeholders remained informed and aligned throughout the project lifecycle.
The advertising campaign for Riemann P20 promoted its Original Spray SPF and Sensitive Skin products to an upper-middle-class female demographic aged 30 and above, focusing on population-dense cities in the UK, particularly London. The campaign utilized digital display and strategic Digital Out of Home (DOOH) platforms.
Results showed a significant impact, with a total of 4,864,714 impressions—a notable 11% increase—and a reach of 2,522,028. It garnered over 25,000 clicks, exceeding industry benchmarks with Meta and Display click-through rates of 1.12% and 0.16%, respectively.
The campaign surpassed its impression delivery estimates by over 11%. Additionally, feed image and video assets on Meta demonstrated superior engagement compared to Reel/Stories, prompting a shift in focus throughout the campaign’s lifecycle. Premium display banners generated nearly 5,000 clicks to the boots.com P20 offer page, driving engagement despite challenges posed by poor weather conditions during the campaign.
Given these promising results and the potential for improved UK weather and increased foreign holiday season activity, further exploration of this channel mix was recommended to the client for continued success under more favorable conditions.
Squeeze more out of Summer.
National Campaign
The campaign garnered over 400,000 organic views, with engagement rates significantly exceeding industry benchmarks: Seeding Influencers reached 11.8% and Large Influencers achieved 4.36%, compared to the industry average of 1-3.5%.
The paid campaign overall achieved a 2.6% click-through rate (CTR), with the Urban Shield product standing out at 4.2%, well above the industry average of 1-2%. Despite concerns about poor weather in the UK during the summer campaign—which could have impacted traffic and engagement—the messaging performed strongly across both paid and organic channels.
For future P20 campaigns, we recommend refining influencer partnerships to leverage year-round messaging and collaborate with influencer ambassadors, enhancing brand credibility and reaching multiple touchpoints. Overall, this campaign was a success, with organic content surpassing all industry benchmarks and supported effectively by paid strategies, particularly for Urban Shield.
Skincare Starts with Suncare.
Influencer Campaign
FAQs
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We developed and managed an influencer campaign aimed at establishing P20 as the leading facial suncare brand by leveraging both seeding and larger influencers' organic audiences to build reach, engagement, and brand trust. Our objective was to showcase product superiority through careful creator selection and amplify our message with a paid media strategy focused on Meta advertising, utilizing trusted influencers to enhance credibility and reach their communities directly with user-generated content.
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The total budget for the campaign was £50,000, strategically split to maximize impact: £27,000 on organic influencer spending and £23,000 on Meta advertising. Each product (Hyperpigmentation Defence & Urban Shield) received a budget allocation of £10,000, divided evenly between 'star influencers'—who have a larger following—and 'seeding' micro-influencers to enhance reach and impressions.
Ultimately, we prioritized high-value influencers over seeding, with £5,000 set aside for creator negotiation and usage. By offering an incentivized 'license rate' to creators, we encouraged the production of high-quality content for potential use in paid ads, allowing for flexibility in selecting the most effective creatives while maximizing our budget.
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The primary KPIs for the campaign focused on three key areas:
Reach/Views: which included the number of people reached organically and through paid content (measured via CPM);
Engagement: tracked through engagement rates via likes and comments, as well as screenshots of audience interactions
Clicks: measuring the number of clicks through to the call to action (CTA) from both organic and paid sources, along with cost-per-click (CPC) for paid campaigns
Secondary KPIs included:
Sentiment: assessing the general reaction from the creator's audience
Feedback: gathering insights from creators regarding the brief, the content produced, and the product itself
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The target audience for the campaign consisted of women aged 35-45 and above, located in the United Kingdom, with a primary focus on reaching them through Instagram.
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We partnered with 15 influencers across the UK for this campaign.