A project conceived with the aim of building a strong identity that would totally highlight the characteristics, benefits and use of TRINOV, the hair loss programme from Fidia Farmaceutici, one of the biggest pharmaceutical companies in Italy. We created a launch campaign based on an omnichannel strategy able to highlight the brand’s positioning through a distinctive concept, interpreted in a mix of on and offline tools. The #ètempodirinascere (#timeforrebirth) campaign played on the association between rebirth in life and the regrowth of hair and it introduced BTL and ATL communication targeting consumers, agents and pharmacies. This was all supported by intense digital activity that saw social media as the preferential channel for increasing and strengthening awareness of this hair loss programme.
A new “programme” of action
Once brand identity had been constructed, a second stage of development was put in place, where the new claim “È tempo di agire” (It’s time to act) shifted the focus of the campaign to the 6-month application period for the complete programme. Thanks to Sketchnotes, dedicated pages on social media and the website, the new “step-by-step” communication looked at the benefits and efficacy of the product from a different perspective, highlighting the results achieved month by month with constant use. This was then amplified by partnership with important online newspapers and with an exceptional brand ambassador, Olympic champion Massimiliano Rosolino, thanks to the realisation of video posts, IG stories and exclusive content about hair care. Sentiment analysis outlined the excellent results achieved with all these integrated actions: we in fact started with a previous negative sentiment towards the company and now the trend registered is showing constant positive groundswell.