How to boost your traffic, reputation and sales thanks to consumer reviews?

Laboratorios Phergal is a dynamic technological company with +37 years experience in the sector. They offer their clients the most effective, innovative, and safe products which act to promote beauty, well-being and health. This Madrid – based dermo – pharmaceutical company is a pioneer in the cosmetics nutricosmetics healthy color hair care and food supplements markets.

They have the mission of being present in the whole world and they also maintain a tight commitment to society, with the aim of improving the quality of life to every person covering all kinds of health and beauty needs. PHERGAL LABORATORIOS distributes its dermocosmetic products in more than 40 countries on 5 different continents Their R + D + I department focuses on innovation through the development of effective and high quality natural components Their natural cosmetic lines are certified by ECOCERT organization Their main brands are: Naturtint, Elifexir, Atashi and DR Tree.

• Verified Reviews : A new step in the global digital marketing strategy

Laboratories PHERGAL works with Skeepers since June 2019 for its micro-influence marketing campaigns. Since then they have launched more than 350 campaigns with 8 brands in 14 countries, starting with Spain but also in France, Germany, United Kingdom the United States and Canada. The objective was to get more visibility on their products on an ongoing basis. Collaborating with micro-influencers was the best way to reach this goal.

Almost two years later new needs appeared. The group wanted to create more credibility in their online points of sales as well as improve their branding and increase their sales. For that, they needed to provide people visiting their website with more information about the products The audience arriving to their product pages needed to see the benefits of the product differently than just the information provided on the product sheet and hence arised the interest of launching reviews campaigns. Having 20 reviews per product was not enough, they needed to boost the reviews generation, which is why in March 2021 they decided to integrate Verified Reviews campaigns to their global digital marketing strategy.

The goal? Obtaining realistic reviews from real users willing to share their expériences in a detailed way. From the smell and texture of the product, to the benefits and the way of using the product every detail counts and adds value to the potential customers.

• Allowing influencers creative freedom led to more organic, engaging, and authentic content.
• Campaigns tailored around seasonal events and festive themes inspired influencer creativity and generated impactful content.
• Licensing content via Skeepers enabled Bare Home to repurpose influencer-generated content across multiple platforms.

Experience Feedback 01

“Verified Reviews campaigns are the next step in our global digital strategy, they are the complement to our digital marketing campaigns. Influencers present to their communities products they are trying. This serves for branding purposes as they create good images and clearly write about the benefits and features of the products. It is the first picture the audience gets. When the audience enters out brand website/e-retailer website and reads reviews, they can know about the related experience using products and the brand in a more realistic way. This helps further convert the web visitors to customers who are willing to make purchases.

At Phergal, we are focusing firstly on our best sellers. We want to collect reviews for these key products in order to keep pushing them, so that when potential consumers arrive to their product pages, they have all the information as well as real experiences at their disposal to make their purchasing decision. Nevertheless, we also want to do review campaigns with products which we consider have a huge potential. In the future, for example in summer we would like to launch with our star tanning accelerator product Piel Canela as in summer people are in the mood to get tanned skin color. Periodically we analyze for what products we are going to launch review campaigns”

Experience Feedback 02

“If I had to give advice to other marketers interested in this type of campaign, it would be to combine influencer marketing and consumer reviews. For this purpose, implicate the influencers and consumers in the campaign process to get know all about the product.

It is very important to let the influencers and audience know all about your campaign and brand concepts: the Unique selling point, aromas, textures, and application modes… So, we put tons of effort in to preparing briefings to provide full information. When they know well about your products, they start to generate high quality content. So, communication and information are very important.”

Atashi: 01 Campaign 40 Collaborations 114 Reviews collected
Dr. Tree 03 Campaigns 84 Collaborations 600 Reviews collected
Elifexir 03 Campaigns 100 Collaborations 253 Reviews collected
Clearé Institute 01 Campaign 39 Collaborations 99 Reviews collected
Naturting 01 Campaign 40 Collaborations 114 Reviews collected
Volumax 01 Campaign 40 Collaborations 117 Reviews collected

While the group communicates on 9 of its iconic brands through micro influencers via the SKEEPERS platform, it has decided to launch Verified Reviews on the best sellers of some of its brands: Atashi,Clearé Institute, Dr Tree, Elifexir, Naturtint and Volumax Communicating on the bestsellers in the context of a consumer review campaign is a way of boosting sales of your products, continuing to create an appeal and making the product more desirable.

Here are the results of all the campaigns. Since the launch of these campaigns (March 2021), Laboratorios PHERGAL has seen an increase in traffic to its website but also to its product showcase pages on retail sites such as El Corte Inglés, Carrefour and other major spanish online pharmacies On the sales side, consumer reviews are helping to boost the consumer journey and increase e-commerce conversion rate. Thanks to the success of these campaigns the brand is convinced that it is a winning strategy to combine influencer marketing and consumer review campaigns. It will therefore continue this type of campaign running it internationally and on more retailer sites. It will also launch its new products thanks to these campaigns on the Skeepers solution.