IDI Pharmaceuticals: Cinzia Your Skin Friend

31% of Italian woman (18-45) intending to buy dermatological products on the Internet instead of asking a pharmacist or looking for a specific research. The Internet is a chaotic universe of information and it’s hard to distinguish between good advice and dangerous remedies.IDI Pharmaceuticals, a niche company but at cutting edge of dermatological research, wants to show them that its safer to trust to qualified experts so here's what Leo Burnett, Milan did


THE IDEA
We created a fake tutorial girl on YouTube and social network who dispenses weird skincare tips a the real thing. His name is Cinzia: your friend skin.


EXECUTION

Unbranded phase

With her surreal tutorials, “Cinzia Your Skin Friend”, invaded skincare blogs, generated thousands of spontaneous conversations on dermatological problems and dialogued with her fans through videos and comments on YouTube, Facebook and Twitter. She also enchanted a number of Italian VIPS and influencers on social networks. She ended up on radio and TV, which broadcast her videos without knowing who she really was.

Branded phase

After the first few episodes, IDI Pharmaceuticals made its appearance. Thanks to counter-videos featuring a real dermatologist, a tab on its Facebook Fan Page and YouTube leaderboards, external annotations and captions, it was possible to visit the Dermaday website and book a free skin check-up.



RESULTS

+80% traffic increase to the IDI’s Dermaday Website
over 20 millions of media impressions
more than 1,2 million views on YouTube
3.340.000 friends of fan reached on Facebook
Skincare relevance on Google Trends: +32%



LINKS & CONTACTS

Case History
http://www.youtube.com/watch?v=mNGg-r21ZBk&feature=youtu.be

Cinzia YouTube Channel
https://www.youtube.com/user/CinziaXlaPelle

Cinzia Facebook Fan Page
https://www.facebook.com/pages/Cinzia-La-Tua-Amica-Per-La-Pelle/501235519907208?ref=hl

Cinzia Twitter
https://twitter.com/CinziaxLaPelle
@cinziaxlapelle

IDI Pharmaceuticals website
http://www.iveriespertidellapelle.it


CREDITS

Agency: Leo Burnett Milan
Client: IDI Pharmaceuticals
Group Creative Director: Paolo De Matteis, Riccardo Robiglio
Creative Director: Cristiano Tonnarelli
Digital Creative Director: Paolo Boccardi
Copywriter: Giuseppe Pavone
Digital Art Director: Serena Micieli
Digital Strategist and Content Management: Andrea Torcoli
Sr. Strategic Planner: Ornella Vittorioso
Account Director: Jlenia Del Vecchio
Account Manager: Cristina Lupi
Casa di Produzione: Fabbrica Virali
Regista: Nik Bello