Avène
Well-established French skincare brand
Unleashing digital performance, one step at a time.
BUILDING SMARTER CAMPAIGNS, YEAR BY YEAR
Avène is a well-established French skincare brand known for its soothing formulas powered by thermal spring water. It has a strong presence in pharmacies and a loyal customer base. In Sweden, it is distributed by Dermarome, and we’ve had the privilege of working with the brand over several years.
This case is about long-term collaboration and learning. Our partnership with Avène has grown campaign by campaign, with a strong focus on continuous improvement. By analyzing performance, testing new approaches, and refining our strategy over time, we’ve turned insights into impact, particularly around one of their most significant annual initiatives: the SPF campaign.
164%
CTR Increase YoY
30%
CPC Decrease YoY
Increase in target group performance
THE CHALLENGE
Each year, Avène launches major summer campaigns around sun protection products. While the initiative is crucial for the brand, reaching strong KPIs regarding engagement and conversion has historically been challenging. The campaign’s seasonal nature, a competitive market, and varied consumer behavior made it difficult to achieve performance targets.
OUR APPROACH
We shifted focus to long-term brand building to break the pattern and build a stronger foundation. Instead of viewing the SPF campaign as a standalone push, we developed a broader, more systematic approach to grow and engage a wider target audience over time.
This meant working across the full funnel, from awareness-driving content that built brand familiarity to targeted campaigns aimed at high-intent users during the key purchase period. Through consistent testing, ongoing optimization, and data-driven learnings from past campaigns, we created a more straightforward path from awareness to action, always keeping performance in focus.
RESULTS
When we launched the 2024 SPF campaign, we did so with years of insights and a clear roadmap. The result was a breakthrough in performance: the campaign achieved a 164% increase in CTR compared to the previous year and outperformed last year’s best campaign by an average of 30%.
We also saw a significant decrease in CPC, with link costs dropping by over 30%. In addition, the campaign reached a broader segment of our target audience, with particularly strong engagement from younger demographics, a strategic focus for this year’s efforts.
By thinking long-term, acting strategically, and staying curious, we transformed one of the brand’s most challenging campaigns into one of its most successful.
TESTIMONIAL
Maria Tottie
Brand Manager
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