1. “My winter skin care strategy is to use a
good moisturizing cream in the morning
and before bed. After reading your
review, I plan to shop for Cetaphil skin
care products!”
–@CTong
CASE STUDY

2. SALES INQUIRIES CONTACT: KAREISHA QUESTEL, 212.404.3274 OR KAREISHA@BLOGHER.COM
Photo Credit: roseannetangrs.com
OBJECTIVE
Raise awareness of Cetaphil skin care products and
drive sales
BLOGHER STRATEGY
STORYTELLING
20 BlogHer Influencers reviewed Cetaphil’s skincare
products, encouraging readers to upgrade winter
skincare regimens and download a $3 coupon
SOCIAL ENDORSEMENT
Across blogs, Pinterest, Twitter and Facebook,
women shared their winter skin care strategy with
readers, followers, friends
DIRECT RESPONSE
Drove coupon prints through two “social boom”
programs where for each “boom” approximately 100
Influencers posted a short Cetaphil message at the
top of their blogs
WIN
All readers and commenters offered a chance to win
a $100 gift card
HIGH-IMPACT MEDIA
Precision-targeting of “Interested but Constrained”
and “Skin-Care Obsessed” demographic via
roadblocks ads and custom creative
CAMPAIGN RESULTS
145X MORE LIKELY TO PURCHASE
PRODUCT*
*Custom Vizu Study
BLOGHER POSTS WERE TOP-
REFERRING DOMAIN
MET BRAND’S MAIN KPI
BlogHer contributed more than 33 percent
of all media driven to coupon prints
4X INDUSTRY AVERAGE
EXPANSION RATE + CLICK-THRU
“I’ve been using Cetaphil lotion now
for a couple of years. My dermatologist
recommended it. I will have to try their
other items as well!”
-@Laura Boswell