{"id":5893,"date":"2023-11-08T09:17:24","date_gmt":"2023-11-08T08:17:24","guid":{"rendered":"https:\/\/justmighty.cz\/portfolio\/gabriella-salvete\/"},"modified":"2024-02-29T11:14:27","modified_gmt":"2024-02-29T10:14:27","slug":"gabriella-salvete","status":"publish","type":"case_study","link":"https:\/\/justmighty.cz\/en\/portfolio\/gabriella-salvete\/","title":{"rendered":"Gabriella Salvete"},"content":{"rendered":"\n
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Gabriella Salvete<\/h1> \t\t \t\t

Awakening beauty: Breathing life into decorative cosmetics<\/p> \t\t \t\t\t\t \t\t\t\t \t\t\t

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  • Marketing strategy and creatives<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • Social network management<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • Graphic and product design<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • Production and photography<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • Landing pages<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t
  • PPC campaigns<\/li>\n\t\t\t\t\t\t\t\t \t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t
    \n\t\t\t\"Gabriella\n\t\t<\/div>\n\t<\/div>\n\n\t
    <\/div>\n\n<\/div>\n\n\n
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    \n\t\t\t\t\tchallenge<\/span>\n\t\t\t\t

    Like Sleeping Beauty, we awakened Gabriella Salvete\n\u2013 a Czech brand of decorative cosmetics with an Italian soul \u2013 from its marketing slumber. Thanks to us, the design found a cohesive theme, and our communication stirred in the right direction. In this case study, you\u2019ll learn about the campaigns for Panoramico mascara and GeLove\n\u2013 the gel nail polish.<\/p>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"Gabriella\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    Where to elevate a Czech brand of decorative cosmetics with an Italian soul?<\/h2>\n

    Who is the main competition? What dare we try to do with the brand, and what already lies beyond its limits? What value does it offer its customers, and why should it become a lovebrand?<\/p>\n\n\t\t\t<\/div>\n\t\t\t

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    We tackled all the topics essential to determine the direction to take during the initial workshop with the Gabriella Salvete team.<\/p>\n

    \u201dThe client demanded a girl-only team. Soon, we acknowledged he was right. In this field, it\u2019s necessary to monitor both international and Czech beauty trends constantly. You need to be aware of the strategies the competitors come up with in drugstores<\/em>
    \nand online. I don\u2019t think our male colleagues would be too excited by this project.\u201d<\/em> Laughs our designer Vendy<\/p>\n

    And so, we immersed ourselves in the colorful world of cosmetics. Quite literally. Not always can our client\u2019s products become a part of our daily routine. So we took full advantage of it (and without hesitation). Nail polishes, eyeshadows, mascaras \u2013 we tested everything on our own skin.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"rty_gabriella_salvete\"\n\t <\/div>\n\t <\/div>\n\t\t\t\t
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    \n\t \"gelove_gabriella_salvete\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\n\n
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    Until now, Gabriella Salvete\u2019s marketing hasn\u2019t worked around a unified line and has operated dominantly on occasional campaigns. As a result, the brand wasn\u2019t authentic enough. We wanted to change that.
    \nTherefore, we started with a marketing strategy as the first logical step to rejuvenate the brand and give it a recognizable<\/p>\n\n\t\t\t<\/div>\n\t\t\t

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    face that would stand out from the competition anywhere.<\/p>\n

    In the communication strategy, we have elaborated on the themes and channels with which the brand will approach customers. We have also expanded the color palette.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n
    \n \"nailpolish_colors\"\n <\/div>\n <\/div>\n<\/div>\n\n\n
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    \n\t\t\t\t\tsocial media <\/span>\n\t\t\t\t
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    We focused on Instagram.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    We kicked off with a spring campaign for new Panoramico mascaras infused with natural oils.
    \nAs summer rolled in, we turned up the heat with another one. This time for the GeLove curable gel nail polishes.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"panoramico_gelove_ctverce\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    The campaigns were entirely orchestrated by our team. We covered everything from conceptualization or model selection to PPC advertising on social networks. We juggled multiple tasks simultaneously, including campaign landing pages, packaging design, POS materials, presentations for retail chains, long-term strategies, and content for various networks. We needed a lot of photo and video materials we ultimately conceptualized, shot,
    \nand edited in-house. It involved multi-day shoots, turning the entire experience into an exhilarating journey that propelled us forward.<\/p>\n\n\t\t\t<\/div>\n\t\t\t

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    The designers worked on the packaging design and did beauty retouching of the photos, which is quite specific compared to other photo editing. You easily spend several hours on one picture to get the perfect result.<\/p>\n

    \u201dIt was definitely a huge challenge for all of us.
    \nWe had two designers working on it because of the volume and diversity of work. One designer definitely wouldn\u2019t have been enough,\u201d <\/em>says Veronika.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"film\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t\t\t\t\tPANORAMICO SPRING CAMPAIGN<\/span>\n\t\t\t\t
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    The first campaign brought lashes
    \nto life.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    How to choose the right one? The campaign launched 3 new mascaras from the Panoramico range. How to choose the one that suits you best? We engaged a chatbot in Messenger and IG Direct to advise customers on the parameters based on which they chose their mascaras. And what\u2019s the deciding factor for you? The content of the nourishing oil? The brush? The effect of the mascara?<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t \"web_panoramico\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
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    \n\t \"panoramico_curly\n\t <\/div>\n\t <\/div>\n\t\t\t\t
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    \n\t \"longer_denser_curlier_panoramico\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\n\n
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    To differentiate the mascaras, we assigned each one a different color, face, and slogan. The results from the chatbot exceeded our expectations. Nearly 80% of users who came into contact with the chatbot – whether they clicked through from an ad or directly – chatted and chose a fitting mascara.<\/p>\n\n\t\t\t<\/div>\n\t\t\t

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    \n\t \"previews_iphone\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    78.9% of users used a chatbot to choose the right mascara.<\/h2>\n\n\t\t\t<\/div>\n\t\t\t
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    We gave each mascara a claim referring to the type of oil it contains.
    \nWe also came up with English slogans for the client\u2019s business presentations.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"avocado_panoramico\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t \"castor_panoramico\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t \"jojoba_panoramico\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    What were the results?<\/h2>\n

    For us, the first key indicator of success was the growth in reach, reactions, and user interest on all the social networks we took on. The greatest result was a change of thousands of percent!<\/p>\n\n\t\t\t<\/div>\n\t\t\t

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    Then, during the first week of sales, we received a backorder of products for dm drugstore, which sold out immediately.<\/p>\n

    The reactions were positive, to say the least. We set the networks on fire, and the mascaras became a popular item not only in our cosmetic bags.
    \nThe overall winner, according to the results of PPC campaigns and sales, was the one with castor oil.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"ricin_panoramico_curly\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t \"campaign\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    GeLove\u2019s campaign painted a love story in 20 vibrant colors.<\/h2>\n

    The second campaign launched a new gel nail polish that contains 3 phases in 1 bottle. So you don\u2019t need any additional base and top coat layers.<\/p>\n\n\t\t\t<\/div>\n\t\t\t

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    This makes it easy to create salon-like nails at home using a UV or LED lamp.<\/p>\n

    We had the opportunity to create this campaign from A to Z. We even named the product and participated in the selection of the paint colors, which is not so often the case.<\/p>\n

    Summer, trendy colours, emotions hidden in one bottle. This is how we wanted to reach a younger target group and continue the communication style we had set.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"barketa_gelove\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t \"gelove_leditluv\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t\t
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    \n\t \"heart_gelove\"\n\t <\/div>\n\t <\/div>\n\t\t\t\t
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    \n\t \"colors_gelove\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t
    \n\t \"\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t \"gelove_web2\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    \n\t \"letitluv_pas\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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    What\u2019s your GeLove story?<\/h2>\n

    In the campaign, we wanted to break out of the stereotypes of the perfect love. On the contrary, we emphasized that everyone perceives love differently. Every color of paint is a different love story. It\u2019s up to you whether it\u2019s Flirt, Romance, Hook Up or Single.<\/p>\n\n\t\t\t<\/div>\n\t\t\t

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    We made a short video showing the main USP of the product, the colors of the polishes, their texture, and \u2013 most importantly \u2013 the emotions. It was crucial to convey all the information in the shortest and juiciest form. The video stirred up the landing page, Instagram, and TikTok.<\/p>\n

    Along with the main video, we filmed other Reels and shot content for the networks. We needed to engage our target audience and show them how easy it is to work with GeLove baking polishes.<\/p>\n\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n

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    \n\t \"love_fialove_ruce\"\n\t <\/div>\n\t <\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n<\/div>\n\n\n
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