Case Study

Case Study: How Parkville Digital Branding Winning The Social Media Arena

The most successful brands are the ones that have good communication and understanding with their marketing agencies. For a brand to achieve success and popularity among its consumers, it has to be open to new ideas and new strategies; this is what advertising and marketing agencies are doing these days.

The agencies are always keeping up with the changes that happen in the market this is why they always follow a different strategy with each brand.

One of the most successful stories of a brand-agency relationship is Parkville and Social Peak; over the years, we have been seeing Parkville rising and writing its own success story on social media platforms.

 

2019: Only The Beginning

Parkville is one of the most famous companies in the derma and medical field; its brands vary from Sunblock, moisturizer, shampoo, and many other skincare products.

While Parkville is a very famous brand, 4 years ago, they decided to focus on digital media platforms with full integrated strategy and they have chosen Social Peak Agency to start the digital journey with.




 

3 New Brands Rise In The Face Of Challenges

These are not the only brands that provide the same products in the market; there are other famous brands that compete with them; putting in mind that 2020, which marks the second year of their beginning witnessed the spread of the Coronavirus, which made it hard for any brand to write its own success story.

With the right marketing and strategies, Bobai, Strongville, and Starville were able to rise and shine through all the circumstances and stand out among all competitors.

 

How Bobai Stood Out

Bobai and Social Peak collaborated and achieved a huge success in the market, which made the brand one of the leading sunblock creams in Egypt. Bobai doesn’t just provide a sunblock cream but also, a sunblock gel, and tinted creams.

The brand had a certain message to deliver to its target audience and with the help of the agency; they were able to do that in the right way through many successful campaigns. With the use of every digital channel and tool, Bobai’s page was said to be one of the fastest-growing pages in the cosmetic field.

 

Bobai’s Latest Successful Campaign

This year, the brand launched a very creative campaign under the name of “Today’s Girl” or بنت_النهاردة#.

The brand collaborated with the two young stars, Nour Ehab and Esraa Mostafa, and created a jingle-based advert that depended on a catchy and fun jingle about the product and its necessity. The main goal of this campaign is to raise awareness of the necessity of using sunblock every day, introduce messages with new aspects to the Egyptian market, and increase sales.

The PR campaign played an important part in increasing the numbers of the campaign; it collaborated with influencers to challenge their fans to sing the jingle on their social media platforms.

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The agency had created a brilliant social media campaign that led it towards success. Social Peak depended on illustration in its designs and videos, which led towards virality. The campaign depended on cartoon-themed designs with a realistic touch, which made it grab the attention and marks a huge success that made other competitors do the same and become a trend.

The campaign with its creative ideas has increased the page’s likes to 431,891 in 2021.

Strongville Creates The Best Campaigns

Strongville is a hair care product that treats hair fall and in 2020 and in 2021, it has proven to create the best campaigns.

Recently, the brand and agency launched a campaign under the name of اهتمام_مشترك_عناية_مختلفة# or “Common Interest, Different Care” to introduce the new line for men and a new formula for the women’s line.

The campaign included 4 adverts and they are the first dialogue-based hair adverts. Each one of the adverts showed a different situation of how women can have the same knowledge and interests as men and vice versa.

Unlike Bobai’s star-based campaign, Strongville’s campaign collaborated with non-celebrities, the actors in the adverts represent the everyday people whom we can run into anywhere, which made the advert more relatable to the audience. Also, being the first dialogue-based hair adverts is also a factor in grabbing the viewers’ attention and in making them relate the idea of the campaign.

 

Social Peak has worked on several campaigns for the new line and formula and presented each of their messages in a different tone of voice. The social media posts and campaigns were so creative that they can be found when you Google “Creative hair ads”, they also have made the page’s number increase.

The whole campaign delivered the message and achieved great success, which is shown in the reach and numbers of the 4 adverts combined and the numbers for the static posts done for the campaign.

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Strongville has become a trusted product as it is sold to more than one million Egyptians; it is recorded as the number one recommended medical hair product by doctors in Egypt.

Starville: Slang Language Yet Shocking Visuals

Starville provides a full integrated skincare products range for oily and mixed skin types also offers a full range of whitening products (Cleanser, Cream, Roll-on, Eye contour roll-on) with reasonable prices and European standard product quality.

The brand and Social Peak wanted to use a new different technique; both tackle the problems using a certain strategy, which is using a different and shocking way when it comes to the visuals. As for the language, Starville wants to be close to the customers’ hearts, therefore it uses slang language that we all use in our daily life and Egyptian terms so the audience can relate and understand.

The brand launched two campaigns using this new technique to push the product into the market and it received positive feedback. The new strategies used manipulation and visual enhancement in the designs; it can be easily noticed in the campaigns of متعمليش من الحبة قبة (don’t make a big deal out of it) and وشك مش لعبة (Your Face Is Not A Game).

“Your Face Is Not A Game” campaign depended on very creative and attention-grabbing visuals and you can easily notice the new used technique in its social media posts. The main goal of this campaign is to urge women and girls to stop using the wrong techniques and products to solve their skin problems and to start depending on trusted products in their skincare routine.

Using the new technique of slang language and shocking visuals helped deliver the campaign’s message to its target audience and the fact that the brand is raising awareness on how to take care of the skin makes it more trusted and attracts more consumers.

This has resulted in gaining the trust of one million Egyptian women and the brand celebrated this huge achievement through a social media campaign. The brand has created a series of social media posts promoting each product and that it is chosen by one million Egyptian women.

The brand has become a reference for content creators when they look for inspiration for creative ideas.

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1 Campaign, 3 Brands

Social Peak used Parkville for its own benefit since it is the mother brand.

The agency seized this opportunity and created one big engagement campaign for the 3 brands across the 3 platforms under the name of اطلعي للنور. The campaign encouraged girls to talk about their dreams and what they want to do.

Each brand chose a girl randomly and helped her make her dream come true; one girl won a free scholarship and another won a free photography course.

PR Done Right

Social Peak used every digital platform and tool to create a successful campaign for all three brands.

The PR campaigns that were done for the 3 brands helped drive a high engagement rate on the majority of Parkville’s posts, especially that the three brands were aligned with the main umbrella of each campaign.

The brand has launched many online campaigns through collaborating with many influencers like Nour Ihab, Nourhan Hassan, Esraa Mostafa, Sallonaz Ashraf, Islam Fawzy, Islam Fawzy, Dala El-Mohandes, Kareem Makram, and Pola Salem. The campaigns included fixed activities among top online communities like Makeup talk Middle East, Ana Shayfa, Evepedia Tales of shopping.

The success was easily noticed as it impacted the sales, especially in the Bobai campaign that collaborated with the influencers to encourage the audience to participate to win free Bobai’s products.

Parkville and Social Peak have created one of the best success stories that other brands and agencies can learn from. 

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