La Roche Posay
La Roche-Posay, a leading skincare brand, has spent several years establishing itself in Colombia as the top choice for all skin types. With a focus on connecting with a young audience and fostering brand loyalty across their product range, the brand joined as one of the main sponsors of the Estéreo Picnic festival. Their goal was to share the importance of sun care and skin protection.
Campaign Objective
La Roche-Posay wanted to invite the attendees of the Estéreo Picnic to take care of their skin from the sun during the days of the festival by promoting awareness of the importance of sun protection and educating the public about the risks associated with excessive sun exposure, establishing an emotional connection with its audience and reinforcing its brand image as a trusted partner at music festivals.
The Solution
La Roche-Posay launched a unique campaign that captivated festival-goers from day one with a sponsored trend promoting Anthelios sunscreen and encouraging sun protection. To enhance engagement, they also had a hashfetti on the first day. Additionally, they extended their reach with a sustained campaign before and after the festival, timed with the launch of their sunscreen.
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The Results
La Roche-Posay's campaign at the Estéreo Picnic was a resounding success. The sponsored trend and hashfetti on the festival’s first day captivated attendees, driving awareness of the importance of sun protection with Anthelios sunscreen. By creating an emotional connection with the audience, the brand reinforced its image as a trusted partner at music festivals. The sustained campaign, launched before and after the festival, further amplified awareness, resulting in increased engagement and a significant boost in brand recognition. Overall, the initiative effectively promoted sun protection and educated the public on the risks of excessive sun exposure, aligning seamlessly with La Roche-Posay’s objectives.
Keys to Success
Poll
The brand wanted to connect with their consumers right from the start with a survey asking festival-goers if they had visited the La Roche-Posay stand.
Carousel
The brand wanted to surprise festival-goers on the first day with an innovative format, where clicking on the hashtag #CuidateDelSolEnELFEP would reveal the day's hashfetti on their screens.
Video Card
The brand sought to promote sunscreen as part of a complete skin care routine for all festival attendees throughout the event.
"In La Roche-Posay we believe that everyday is a sunscreen day. UV rays are constant throughout the year, specially in the countries of our hub, being close to the Ecuador. Thus, it is important to find innovative ways to promote the use of daily photoprotection, and events such as Festival Estéreopicnic help us getting close to a wide range of people, that are not always aware of the impact of UV rays on skin."
