Vitacrecil Revamps Its Brand Image With an Omnichannel Strategy

An omnichannel communication plan that greatly increased reach and boosted brand recall by showcasing content creators, an in-person event, and paid campaigns across multiple platforms.

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Challenge and Results

Vitacrecil is a leading nutricosmetics brand for hair health created by Laboratorios Viñas. Its objective is to support people with formulas that help strengthen hair during key moments in their lives. Since the brand doesn’t sell directly online, the main goal of the project was to build strong, large-scale brand awareness and drive traffic to the website, physical stores, and partner online pharmacies and parapharmacies.

The strategy centered around organic channels and featured a steady flow of content created by influencers and content creators, along with a relaunch event held in Madrid on September 16. This organic focus was supported with awareness campaigns on Meta, YouTube, and Connected TV, and was followed by a consideration-oriented phase carried out with Google Ads. Meta Ads and social media were used to maximize impact across the entire conversion funnel.

1

Strengthen Brand Positioning

The team worked to position Vitacrecil as the go-to expert partner for hair care at every stage of life, using approachable, expert-driven, high-value content.

2

Increase Organic Reach and Visibility

The goal was to exceed the initial reach forecasts by using a mix of influencer marketing and dynamic formats on Instagram and Facebook.

3

Drive Consideration and Brand Recall

Video and search campaigns were launched to capture the attention of high-intent users and support them throughout their decision-making process.

1315%

Growth in Social Media Reach

The mix of organic content and boosted posts went well beyond the estimated reach on Instagram, delivering a 1315% increase in overall reach.

188.99%

Increase in Video Views

The relaunched video format outperformed projected KPIs on YouTube and Meta (149.34%), lowering cost per view and increasing brand awareness on digital channels with high visibility.

12.94

Point Increase in Engagement Rate

The social media strategy drove strong community interaction, beating initial engagement expectations by 12.94 points.

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