L’Oréal brand La Roche-Posay and Burda have joined forces and launched a special digital campaign all about neurodermatitis. The campaign is built on a variety of native content modules for online and social media, and is oriented at families affected by the condition. Live consultation sessions hosted on NetDoktor.de will form a central component.
The new campaign will focus on providing consumers with knowledge and services rather than a product. To achieve this, BCN is bringing skin care expert La Roche-Posay together with Germany’s largest health portal NetDoktor. NetDoktor.de now offers a wide range of content, prepared by the editorial team, on the topic of neurodermatitis on an Editorial Branded Hub – a separate, branded topic page.
“We are thrilled to be working with La Roche-Posay to implement a true ‘first mover’ approach alongside our credible media brands, especially NetDoktor.”
The topic page also contains an integrated live area that enables direct interaction between the brand and its consumers. Users can participate in two live sessions streamed on YouTube. The aim of these talks is to inform and enlighten consumers, as well as get them involved by answering their questions.
“The thing we like about the concept in particular is the content approach – all eyes are on serious and relevant content. That gives us the opportunity to attract consumers with our expertise and create long-term interest in La Roche-Posay, too. The live events are the icing on the cake of an all-round successful solution.”
Additional, wide-reaching Burda brands associated with the topic will use Instagram to bring the health talks to people’s attention. Social posts and stories on the InStyle pages will make users aware of the new offering and encourage them to participate in the live sessions. The campaign will also be accompanied by display and video advertisements.