Creative Digital Marketing Initiatives Drive Growth for Hiruscar Post Acne During the Pandemic

Challenge

Acne scar care treatment is an untapped market segment in Indonesia. There are a lot of products targeting active acne treatment, but consumers generally have low awareness on availability of over-the-counter post-acne scar care.

About three months after the initial launch of Hiruscar Post Acne in late 2019, like many other consumer products in the market, offline sales especially in chain pharmacies were severely impacted throughout the Large-Scale Social Restriction directive during the COVID-19 pandemic in Indonesia. Sales of the Hiruscar Post Acne product were affected when consumers stayed at home and avoided going to public spaces.

Approach

We launched the campaign using a digital marketing platform to promote brand awareness and drive product sales. The team worked closely with the regional Medinova team to expand the use of Instagram to execute top and middle-of-the-funnel digital marketing campaigns, driving traffic, and converting to eCommerce platforms like Shopee Vitamindiskon and Tokopedia. The critical success factors for the campaign included:

• Coherence in the execution of brand awareness activities to sales conversion
• Continuous monitoring of KPIs and implementing improvement plans to finetune the strategies
• Develop the trust by emphasizing the unique formulation by Medinova Switzerland and focusing on the clinically proven benefits of ingredients like Pionin, Niacinamide, and Allium Cepa.

Result

The social media engagement for the Hiruscar Post Acne has grown tremendously within ten months after the product’s market launch. The number of followers on platforms like Instagram and Shopee has increased by more than 50 percent. Besides recording a notable increase in user comments and mentions, there was also a more than 20 percent rise in people leaving 4- and 5-star ratings for the product.

The sales of the product in these eCommerce platforms alone accounted for over 70 percent of business profit. It is at present a leading brand for off-the-counter topical acne scar and dark spot treatment in Indonesia.