MUSTELA / BRUSSELS

SOCIAL MEDIA

The reality of parenthood

CHALLENGE
Mustela, a 60 year old baby care brand, is known and loved by millions of mothers all over the world. However a big change in family life has challenged the brand and their social strategy. Mom and dad share the family tasks more then ever before. This creates the opportunity of a new audience for the brand; the Dads. On top of that, young parents want it all; family, work and a social life. This switch in the perception, culture and purchase behavior of the target group, has opened up new conversational topics for Mustela. The second big change for Mustela is the growing importance of maternity care. Therefor Mustela was also looking to enlarge their social audience with expecting moms. Mustela wants to engage with the full and expanded target group.
WORK
Our team has created a new social media strategy for Mustela based on the new aspects of family life. With the full time maintenance and with multiple posts per week that are a mix of topics relating to every member of the audience, we engage with all Mustela lovers. This has resulted in a combination between cute and soft but also modern and humoristic topics and conversations. “Reality above perfection” is our key. This way the social page of Mustela has became a public square where parents, both mum and dad, can find information, share (funny) experiences and be proud of their parenthood.
RESULTS
  • “Reality over perfection” strategy
  • Facebook
    Organic Reach: 289%
    Engagement: 277%
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