How Pierre Fabre boosted Ad Recall by 14.3 points using Partnership Ads.
Submitted by The Cirqle

Pierre Fabre Avène Cleanance Comedomed Creator Partnership Ads

Influencer Marketing

The Cirqle ran creator content as partnership ads for Pierre Fabre's Avène Cleanance Comedomed launch in Germany, reporting a +14.3pt increase in ad recall.

+14.3ptAd Recall Lift
+6.7ptBrand Awareness Lift
3.4MTotal Reach

About the campaign

Pierre Fabre used The Cirqle and three creators to promote a new Avène product in Germany, lifting ad recall by +14.3 points. Laboratoires Pierre Fabre is a French multinational pharmaceutical and cosmetics company. Its brand Eau Thermale Avène treats all skin types, with an emphasis on the most sensitive. The goal was awareness for Avène and its newly launched product, Cleanance Comedomed, which addresses pimples and blackheads.

Pierre Fabre selected the creators through the agency's creator performance marketing platform. Each creator had an audience that mostly resided in Germany. Each also shared personal experiences of skin issues such as acne or dry skin. Their content then ran as partnership ads alongside the standard campaign strategy.

The agency reports a +14.3 point increase in ad recall and a +6.7 point increase in brand awareness. Both lifts were measured by a Meta brand lift study. Total reach for the campaign was 3.4m.

Case in 60 seconds

Pierre Fabre needed awareness in Germany for Cleanance Comedomed, a newly launched Avène product for pimples and blackheads, and the work also had to show the product's effectiveness alongside the brand's values.

People with acne or dry skin listen closely to someone who has spoken openly about the same struggle, because a shared skin problem turns a product claim into a personal account.

Creators with their own skin histories would carry the Cleanance Comedomed story, and their content would then run as partnership ads alongside the standard campaign strategy so it reached beyond their followings.

Working through The Cirqle's platform, Pierre Fabre selected three creators whose audiences mostly resided in Germany and who openly shared experiences of acne or dry skin, and their content ran as partnership ads.

The Cirqle reports a +14.3 point increase in ad recall and a +6.7 point increase in brand awareness from a Meta brand lift study, alongside 3.4m total reach for the campaign.

Strategy Breakdown

People in Germany dealing with skin issues such as acne or dry skin, reached through creators whose audiences mostly resided in Germany.
A skin treatment has to prove it works on skin like the viewer's, so Pierre Fabre paired the product's effectiveness with creators who had shared their own acne or dry skin.
Avène stands for care of sensitive skin and for refillable packaging and waste reduction, so the creator content was asked to carry those values as well as the Cleanance Comedomed product.
Audiences with acne or dry skin connect with a creator who has been open about the same issue, which is the personal connection the creator selection criteria were written to produce.

Creative & Execution System

Assets & channels

  • Other

Partners

  • The Cirqle

Results & Evidence

MetricValue
Ad Recall Lift+14.3pt
Brand Awareness Lift+6.7pt
Total Reach3.4M total reach

Why The Cirqle's strategy worked

  1. 1

    Casting creators on whether they talk openly about their own skin gives a treatment product a voice its buyers recognise, because the creator has lived the problem the product addresses.

  2. 2

    Filtering creators by where most of their audience lives keeps a single-market launch focused, so a roster of three creators can still serve an awareness goal set for Germany alone.

  3. 3

    Running creator content as partnership ads next to the standard campaign lets the brand read creator work through the same brand lift study as its other ads, which makes the creator effect comparable.

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