Highly Commended
Every body has a skin story
Summary of work
Bio-Oil is the UK’s best-selling scar and stretch mark product having launched 11 years ago with a philosophy built on never over promising. With no NPD, Bio-Oil needed to grow market share through other means.
In the absence of a UK website, social media is central to the online relationship with new and existing customers. Responding to research that showed four out of five women think they are the only one who has skin imperfections, the team created an online platform for women to discuss their skin imperfections, including emotive issues such as self-harm and mastectomy scarring, and celebrate the stories behind them. This helped to change perceptions by communicating that while nothing can completely eradicate scars, by caring for them and talking about them, you can learn to accept and even love them.
As well as providing vital support to the community, the Every Body has a Skin Story campaign supported a record year of sales, helped to grow market share and further grow the Bio-Oil Facebook community by 50,000, but more importantly achieve an engagement rate well above average. A series of ambassadors identified through the campaign are now being used to help educate healthcare professionals about giving advice to patients with scarring.
Judges’ comments
This was a very emotionally engaging campaign. Its stories had huge media outreach appeal and the joined-up campaign was an exemplar of an integrated digital initiative, not to mention a great example of utilising social at the heart of a campaign.
