Mixa Web series
Sensitive Nature
They made their sensitivity a strength. They are actresses, bloggers, chefs or dancers. Mixa and Digiprod reconciled them with their sensitive skin…
Challenges
The brand wishes to renew its approach to digital communication. To show, from a realistic perspective, women’s sensitivity, how they are comfortable with it, and how it makes them strong. How can we attract women from different backgrounds to the brand? How can we give the brand a new digital aesthetic while maintaining existing clientele? They show openness and sincerity.
Solutions
Our production strategy combines rich editorial content and quality of execution. We found people with lifestyles that are both unique and conventional, this way the public will sympathise and care about their stories. This ambitious project gives the brand a positive digital identity.
Above all, it is a daily project: research for new participants, preparation for photoshoots, shooting, management of the postproduction, etc. The goal? to offer about fifteen annual contents on the brand’s digital broadcasting platforms, for 2 to 3 times cheaper than the production of a “traditional” TVC.
Results
In total, 10 videos have been produced in 2017 with an average of 800,000 views per video.
“The web series makes it possible to work with image items (as well as the Top Box levels) that are fundamental to the brand.” Romain Gras, Digital Director and Director of Consumer Goods at L’Oréal France.
On the basis of a study on 500 women between 25 and 49 years old, who purchased skincare products during the last 12 months. Each person featured in 2 videos.
“Best practice”
Laure-Anne Schmeer-Viaux – Marketing Director Lascad.
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