The sparkling communication of Melvita
- Diane
- 18 nov. 2020
- 2 min de lecture
When a market is highly competitive, the marketing managers of a brand search all possible ways to distinguish themselves from others. In the US, some brands have been using this kind of aggressive advertising for years.
But Melvita is a French brand that doesn’t use an incisive communication to distinguish itself from the competition. Melvita’s world is very identifiable and pleasant to the eye. A colourful and gourmet environment, a mix of pictures reflecting nature and sparkling illustrations. And all of this, makes you want to test their products.
Digital communication
Taking influencers on a trip to promote a product or to highlight its brand image is the Number 1 marketing lever used by beauty brands… And Melvita was no exception ! During summer 2019 several famous influencers were invited to discover how Organic Argan Oil is made in Essaouira, in Morocco. Melvita had the possibility to call attention to the history and manufacturing process behind organic oil.
All of this wasn’t to present a product launch and there was no sponsored post negotiated.
As opposed to the marketing strategies usually used, no official hashtag was introduced for the event and that made it possible to identify keywords and facilitate associations of ideas between the Melvita and instagram users. This enables certain products of the brand to shine too.
The marketing strategy
Melvita chose a great strategy of Influencing Brand Marketing, (by opposition to Influencing Product Marketing, which is more frequently seen) : By choosing to highlight the history and manufacturing process of its cosmetics. “The goal of achieving influence strategies is not only to increase the brand’s awareness, but also build trust with influencers and their communities. The influencer’s audience will be more sensitive to the brand’s future collaborations with the influencer because they will have already seen, through her or him, the behind-the-scenes of the manufacturing processes.”
Very active on Instagram the Community Manager of Melvita posts every 2 days on average and publishes a Story every day.
In general those are posts of information, promotion of new products, as for the Reels the new feature of IG: they give some master class, tutorials, interviews and collaboration.
Also, some influencers via social networks promote Melvita’s products with Christmas calendars, very frequent Christmas box contest to be won… The advertising videos are displayed on the youtube channel started 8 years ago.
The universe is simplistic with a soft music and always a clear font, it has a childish style, with drawings of fairy-tales.
Finally, Melvita chose to entrust its 2020 campaign to the independent agency who why what, with this idea: reconciling beauty, respect for the planet and respect for its health is possible! The agency’s strategy is an international campaign 360°…
“The aim is to give a boost to local deployment in the various markets in which Melvita operates, particularly in France and Asia.”
Can’t wait to see the results!
Sources: https://fr.melvita.com/
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