Comfort Zone has entrusted Digital Dust with the annual management and coordination of its 360° digital communication at an international level. Sustainability, refinement and high quality of products and treatments are the brand’s distinctive values, and the overall digital communication strategy has been designed and fine-tuned around these values.
DIGITAL CAMPAIGN & SEEDING ACTIVITY
To give Comfort Zone visibility and increase its awareness among the American public, Digital Dust collaborates with Scout Digital, an American agency which coordinates a series of digital activities in the US, both paid and gifted.
Through the various activities, the most important aspects and values of the brand are underlined, including sustainability, the high degree of professionalism of the products, their natural origin and the use in the production of renewable resources, always focusing on the importance of the Made in Italy concept.
Each activity involves different types of talent, including lifestyle / beauty influencers but also skincare and dermatology experts. In this way, there’s full involvement of different targets, which allows to draw attention to the skincare and wellness sector and increase the Comfort Zone brand awareness throughout the country on different levels.
At Christmas time, Digital Dust coordinated a seeding by sending to 25 talents in Italy and 25 in the UK some Gift Kits with various Comfort Zone’s skincare products.
On the occasion of the launch in Italy of the new Sacred Nature line of Comfort Zone, Digital Dust coordinated a digital campaign that saw the involvement of three important talents in the beauty/lifestyle field: Alessandra Airò, Beatrice Vendramin e Cristina Marino.
For the campaign, the talents focused on the aspect of sustanaibility and bio-regenerative properties of the line , also underlining how all the products are vegan-friendly and made in Italy with renewable resources.
A seeding activity was also planned with a total of 50 talent involved, who published 68 spontaneous contents.
On the occasion of the promotion linked to the Comfort Zone Longevity Week, Digital Dust coordinated a a digital campaign involving two important medium talents in the beauty / lifestyle field: Giulia Torelli and Daniela Zuccotti.
The talents gave resonance to the promotions dedicated to Longevity Week, within the Comfort Zone centers and to the project promoted by the brand in collaboration with the University of Parma which led to the creation of a volume on the history of cosmetics in Italy through beauty secrets of Italian noblewomen.
The talents then went to a Comfort Zone center, where they received a treatment with the products on promotion during the week.
Furthermore, a seeding activity was planned with a total of 48 talents involved, of which 22 produced a total of 106 contents.
To give a communication boost to the launch of the new Sacred Nature line by Comfort Zone in Selfridges stores in the UK, Digital Dust designed and managed a digital campaign involving 4 talents with a strong focus on skincare and sustainability.
To support the digital campaign, Digital Dust coordinated a seeding activity that involved numerous British talents. The talents have been sent the line products as well as a green gift to highlight the strong sustainability focus of Sacred Nature.
Furthermore, a seeding activity was planned with a total of 36 talents involved, of which 15 published a total of 33 contents.
SOCIAL MEDIA MANAGEMENT
In order to strengthen the brand’s awareness and consideration and drive sales online, #TheNewComfortZone concept accompanies the entire Digital Communication of the brand on all of the social media channels, that are being monitored in every activity carried out, from the content production for the social media channels to the influencer activities .
Stories, created ad hoc for the brand’s target, have the fundamental role of increasing the profile’s awareness and engagement thanks to the various Instagram features and contents in line with the feed’s publications. Product-centered IG stories have the goal of bringing traffic to the e-shop swiping up on the various e-commerce links.
Digital Dust designed and produced photo and video shoots, taking care of the entire process through the art direction of the various contents, creating a visual and homogeneous image in line with the brand identity and its pillars.
To give visibility to the launch of Comfort Zone’s new line, Sacred Nature, Digital Dust developed a dedicated content production, coordinating the entire process from the creative brainstorming to the shooting to communicate the special features of this bio-regenerative line and its love for the planet through images.
The production supported the creative ideas and commercial objectives by reintroducing the brand’s aesthetic and message in relation to the different pushes and all subsequent focuses. In fact, for each hero line and product, an ad hoc strategy was studied in order to communicate the benefits and scientificity in terms. Each theme was told with different nuances that the production interpreted in terms of photography, lighting and set design, always combining a careful choice of talent.