Eau Thermale Avène’s global Facebook page have reached more than a million fans. Avène has managed to make the most of our varied options to customise its fan page and runs promotions regularly, driving some 900 participants and between 2,000 and 3,000 new fans every time. Since they have a considerable experience in social media, we have decided to approach Javier Sánchez from the Communication Department at Pierre Fabre Spain , to learn more about the strategies they usually employ on their social profiles.
You just need to think and imagine, and your idea will most probably come to life with Cool Tabs .
Javier Sánchez, Communication Department at Pierre Fabre Spain
What do you think have been the keys to your success on Facebook?
The key to the success of Avène on Facebook is the fact that we have managed to transfer to the digital world the values of loyalty and professional rigor that have made Avène become a benchmark in dermo-cosmetics. At Avène, customers are always put first. We combine different commercial activities and make the most of the promotion possibilities available on social media to perform an educational and training role in the field of skin care. Obviously, we always respect the professional opinion of pharmacists and do not intend to replace them.
What do you think are the most remarkable aspects of the promotions run by Avène?
The fact that they are fun and intuitive. We try to attract as many people as possible by combining photo competitions on Instagram for users with advanced digital skills, with draws in which users only need to answer a question by adding a comment on a Facebook post. Moreover, we have run some successful campaigns where users could participate from outlets and we have helped pharmacies to organise their own promotions.
Besides, it is a very versatile platform, since there are no limits, options are endless. You just need to think and imagine, and your idea will most probably come to life with Cool Tabs.
What channels do you use to spread Avène campaigns?
It is difficult to say, since it all depends on the promotion type. Pierre Fabre Laboratories revolutionarised the field over a year ago with a renewal and innovation strategy for their whole commercial and staff network, whereby those who collaborate with the company became our main spokespersons, together with their families and friends. After that, the commercial network provides information in the outlets. Also, in the Commercial Department we have taken specific actions directed to bloggers, who became our key allies and still constitute one of the main pillars of our online growth. Lastly, the use of Facebook Ads has also been important, even if we don’t use it aggressively, as we favour organic growth and prefer that the users who become fans do so because they have a genuine interest in the brand.
How has Cool Tabs helped you achieve your objectives?
The Cool Tabs platform has allowed us to bring to both consumers and clients original actions which have enabled us to create interactions and properly manage our fan database (which grows every day) in an incredibly easy and fast way.
What do you think are the most remarkable aspects of the platform?
I think the best thing about Cool Tabs is the customer service. They are definitely the company with which we have had the best experience for the past couple of years, well above the other companies in the field. Additionally, they are always improving and introducing innovations to provide a wider portfolio of services. What really surprises me is the fact that the platform becomes increasingly simple and intuitive and so, the learning curve remains really low. But, if you still have some questions, the customer service team answers any questions within a few minutes.