La Roche-Posay has launched a revolutionary product on the dermatology market: Effaclar Duo. The objective was to create a campaign to make the product known in the specialized media and gain as much additional media material as possible. Because it was a revolutionary release, it was decided to develop a campaign targeted to the most important journalists in the country from the dermatological field. A piece was created to attract the attention of journalists and sent in two stages: a teaser and a core piece. In the first stage, a box was sent with a mirror that magnified the face of the person looking into it. In the piece, we mentioned how dismaying it could feel to see oneself so close up. Two days later, a second box was sent with another mirror in which the journalists saw himself normally. The message was that his dismay would no longer be felt using Effaclar Duo. The pieces were sent in two stages to reinforce the double-action product concept. The total campaign investment was USD 5,000.00. The impact made on journalists was so strong that the piece led to the creation of additional media material equal to an investment of USD 150,000.00.

The pieces were sent in two stages to reinforce the double-action product concept. In the second box, we sent a sample a normal size product, a personalized letter and an information leaflet. The tone of the texts and layout of the piece were executed with a view to respecting the La Roche-Posay brand identity. And the care taken with production of the piece gave weight and seriousness to this major company release.

The total campaign investment was USD 5,000.00 for a total of 70 pieces, representing USD 71.43 per mailing. The impact made on journalists was so strong that the piece led to the creation of additional media material equal to an investment of USD 150,000.00. Comparing the investment with the result, the ROI was 96.67%. As such, there was a return of USD 96.67 on each dollar invested.