lavera Naturkosmetik
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Credits
Company / Customer
Details
To launch the new skincare line Barrier Balance, lavera launched a cross-media campaign in three steps: Education, Awareness Boost and Intensification. The goal was to build awareness for a product line requiring in-depth explanation, drive sales and reach a younger target audience. Professional dancer Renata Lusin proved to be the perfect campaign ambassador: authentic, likeable and close to the target audience. Her everyday life on Let's Dance – with make-up, cleansers and the pressures of performance – made her the ideal spokesperson for a strong skin barrier.
The Jury‘s Statement
Introducing explanatory skincare to a younger audience requires more than reach. lavera addresses this with a digitally led campaign built around a clear dramaturgy: knowledge, attention and re-engagement build on one another in terms of content. With Renata Lusin, the topic gains a plausible context that closely connects social media content, editorial formats and moving image. The fact that the communication not only informs but also consistently leads to product contact in the right media environment makes the approach strategically sustainable for the brand.
