QV Baby Award-Winning Campaign
Established in Australia in 1953, Ego Pharmaceuticals has been a pioneer in the development, manufacture, and marketing of innovative skincare products for almost 70 years. Still proudly Australian-made and owned, Ego produces over 150 different products, including the well-known QV range, which features specialized lines for the face, body, and babies. The QV Baby range, in particular, offers gentle hydrating cleansers, moisturizers, and barrier creams designed specifically for babies’ delicate skin. Recommended by pediatricians, all QV Baby products are free from color, fragrance, and other common irritants, ensuring they help keep a baby’s skin happy and healthy.
Challenge
- QV Baby is available in the middle east since 2017
- Competition was extremely tough in baby care area with some big names like J&J, Mustela, Bioderma.
Solution
- Gaining insights such as:
- “Motherhood is a challenging, tiring journey yet rewarding, beautiful and full of love, I love my baby and don’t want to feel guilty towards him, I buy products with safe ingredients that are delicate on his sensitive skin, I don’t want to harm my baby’s skin, I want to ensure a healthy development for the most important person in my life and I enjoy bonding with him/her from the day”
- We crafted a creative powerful campaign centered around how a baby’s skin is sensitive and “Fragile” so we have to handle it with care.
- Tailoring this message for each target audience:
- For HCPs: focusing on the scientific aspect, product ingredients, features and benefits, clinical trials…
- For Moms: focusing on safety such as being non-irritant and hypo-allergenic .. suitable for baby’s delicate skin.
- Applying a 360 digital strategy by being on top platforms visited by target audiences such as Instagram, YouTube, and Facebook besides launching a Google Display campaign on GDN and last but not least launching a website targeting mothers providing 24/7 free online medical consultation by Gynecologists, pediatricians and Dermatologists.
Results
- QV Baby could achieve a good market share in GCC countries: UAE, KSA, Bahrain, Qatar, Oman and Bahrain.
- Overachievement in digital KPIs for all digital campaigns.
- Some campaigns resulted in an increase in sales of around 50% vs the same period last year.
- Achieving Global Business Excellence Award as an “Outstanding Social Media Campaign”
QV has been a top partner of Eureka Digital for more than 9 years now in the Middle East and still counting!
