Juvederm: Allergan Normalise and Activate

This case study describes how Juvéderm, a cosmetic facial filler brand, used a segmentation strategy and digital display partnerships to make the most of the opportunities presented by digital channels.

Juvéderm: Allergan Normalise and Activate

RAPP

Campaign overview

Juvéderm's mission is to turn facial filler treatment into a mainstream beauty choice that women feel confident about using and talking about, just like any other beauty treatment. Traditional media channel activity had already proved to be successful, but the product's challenge was to make more of its opportunities in digital channels. By building sophisticated segmentation and finding the right digital display partners, the brand reached its increasingly attentive target audience while working within the restrictions on pharmaceutical paid-for advertising.

Strategy

A key Juvéderm strategy is to normalise the facial filler category...

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