QV Skincare
Building consumer demand.
QV was seeing a commercial impact of NHS cutbacks for prescription-based emollient care in clinics. Retaining its endorsement by HCPs the business needed to shift emphasis towards end-users (consumers) to support brand awareness across social media and digital outreach, whilst encouraging consumer demand through direct engagement and sales, or request back to the patient HCP.
Truth developed the ‘Hand to Hold’ campaign, positioning QV as a trusted brand within the UK market. We did this through a fully integrated campaign across web, social media and print (in clinic materials, events), focusing on the correlation between skin conditions and the effects on people both physically and emotionally.
A Hand to Hold Campaign
Truth developed a campaign identity alongside a series of films called ‘Touching Stories’; using ‘real-life’ case studies explaining how their skin condition had affected their everyday lives. Content covered a number of areas, including:
– Managing a skin condition
– Different types of skin conditions
– Tips to boost confidence and improve self-esteem
– Advice for those struggling with anxiety or depression
Client results
The campaign as a whole was well received by patients and by health professionals. The latest stage of the campaign focused on ‘Success Stories’ and featured the ‘Touching Stories’ videos, which offered real life, emotional examples of both the physical and emotional side of living with a skin condition and showed the impact it can have of a person’s confidence and mental health. The videos were relevant and relatable and on Facebook in particular, engagement on the videos was high.
What we did:
– Campaign Identity
– Literature & Point of Sale
– Film & Production
– Social Media Content
– Motion
“Truth has the ability to make something work even within restrictive and often undefined brand principles. We have a consumer-led, UK brand that is completely campaign-able.”
Stephanie Young – Marketing Manager, Crawford (3M).
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