Building A UK Presence For The Innovative Baby Skin Care Brand

Mustela is a French skincare range, produced by Expanscience. Mustela offers formulated skincare developed to deal with the changes in the delicate skin of newborn babies, children, mothers-to-be and new mothers. The company has a significant international presence but was not active in the UK until 2014.

THE CHALLENGE

Mustela were looking for an energetic and experienced team to develop a digital PR and social media campaign to significantly raise their profile in the UK market.

Our team were tasked with developing a strategy to increase Mustela’s profile amongst their target audience, drive referrals to the website, and use social media and blogger engagement to support SEO and PPC objectives.

“We Worked closely with a handpicked group of our blogger community to spread the word about Mustela’s UK launch.”

The Approach

Beginning by launching Mustela on several social media channels, and working to build a loyal and engaged following our team quickly saw the brand awareness of Mustela increase.

Working closely with a handpicked group of our blogger community, we worked with bloggers, social media influencers and industry experts to spread the word about Mustela’s UK launch. Rather than working with influencers on a one-off basis, we recruited long-term brand ambassadors for Mustela. Selecting relevant and influential parenting, beauty and skincare bloggers who were passionate and excited about the brand.

We have since run a series of blended campaigns which saw their social following soar by 6000+ likes during our campaigns. The brand have now also won 2 awards and obtained dozens of pieces of positive and high value coverage from our influencers.

To build on this ever-increasing engagement we have worked on a series of events for the brand, allowing them to showcase their products directly to their target audience and a select group of brand ambassadors developed by us.

The Results

Since our project begun in May 2014 referrals from social media have accounted for 32% of traffic, and organic reach has risen to an average of 200,000 per month, from a base of almost zero.


Social Media responsible for
32%
of overall traffic

Organic Traffic Grew To Avg.
200,000
sessions per month
Since our project begun in May 2014 referrals from social media have accounted for 32% of traffic, and organic reach has risen to an average of 200,000 per month, from a base of almost zero.

What they thought

"A professional and delightful company to deal with. I have no hesitations in recommending them to anyone in business. Well experienced helpful staff who have been really smart in working Mustela’s expansion in UK. Excellent customer service, and always one call away from their client. Well done and thank you!"
Raj Sandhan
Managing Director

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