Mixa Web series
Sensitive Nature
They made their sensitivity a strength. They are actress, blogger, chef or dancer. Mixa and Digiprod reconciled them with their sensitive skin…
Challenges
The brand wishes to renew its approach of digital communication. To show with an authentic perspective women’s sensitivity, how they are comfortable with it, how they become strong from it. How to gather women from different backgrounds around the brand? How to we give it a new digital aesthetic, while keeping its customers?
They open up in all honestly.
Solutions
Our production strategy combines strong editorial requirements and quality of execution. We found people with both original and classic everyday life, so a large group of people will sympathize and will care about their stories. The ambitious direction gives the brand a gratifying digital identity.
Above all, it is a daily project: researches for new participants, preparation for shoots, shoots, management of the postproduction. The goal: offer about fifteen annual contents to feed the digital broadcasting platform of the brand, for 2 to 3 times cheaper that the the “classical” TVC production.
Results
In total, 10 videos have been produced in 2017 with an average of 800 000 views per video.
“The web series permits to significantly work important and structuring images items for the brand (as well as the Top Box levels).” Romain GRAS, Directeur du Digital, Produits Grand Public L’Oréal France.
On the basis of a study on 500 women between 25 and 49 years old, buyers of the skin care during the last 12 months, each person did 2 videos.
“Best practice”
Laure-Anne Schmeer-Viaux – Marketing Director Lascad.
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