Case Study
Maria Galland Paris
The Client
Overview
Maria Galland Paris is leading a movement for respectful skincare and empowering its allies, including employees, markets, skincare therapists, retailers, skincare experts, and consumers, to join.
The company approached Lemon Squeezy Marketing in August 2023 for social media strategy consulting, content planning and development, and campaign support. The marketing department was in a period of transition and needed expert guidance.
From September 2023 until the end of April 2024, we worked with the International Marketing Team to create a monthly content calendar for Maria Galland Paris´ global Instagram account and distribute it for the company’s German, French, Beneluxian, Italian and Spanish marketing teams to translate and publish on their native Facebook Pages.
Maria Galland Paris had previously focused heavily on product benefits promotion in their social media marketing and posts had often been created in response to product launches, without a specific social media strategy or plan.
With support and guidance from Lemon Squeezy Marketing, Maria Galland Paris was able to communicate its brand character and purpose more effectively on social media, connecting with its target audience through more meaningful content. A consistent posting schedule created stability, and a varied content plan based on a solid strategy drove significant organic growth in followers and engagement.
The Brief
Maria Galland Paris wanted to increase awareness of its WHY and improve brand anchoring within its social media community. The desired outcome was that new and existing followers would understand what Maria Galland Paris stands for, what it offers, and how they can benefit from it.
The long-term goal was to nurture a community of followers who feel emotionally connected to the brand in addition to loving its products and treatments. Followers would become advocates who feel proud to recommend Maria Galland Paris to their friends and share Maria Galland Paris content on their own social media profiles.
Objectives
Increase Instagram engagement: comments, story replies, likes, saves and shares
Attract new followers organically through regular, relevant content
Improve brand consistency across international markets on Instagram and Facebook
What We Did
We audited Maria Galland Paris’ existing social media accounts and conducted audience and competitor research, then wrote a new social media strategy and created a plan to implement it over the next several months.
Lemon Squeezy Marketing worked closely with the International Marketing Director and Digital and E-commerce Director to pitch creative ideas, develop social media content and align with other marketing activities. We also communicated internally with local market Brand Managers to co-manage influencer marketing campaigns.
Identified the brand messages to prioritise and boiled them down
Built consistency into the visuals, copy and timings (with graphic design expertise from Ray Of Social)
The Results
The Maria Galland Paris International Marketing team observed a significant increase in traffic to the website from Instagram and Facebook, and overall interactions on social media increased dramatically.
User-generated content demonstrated that Maria Galland Paris’ brand values and purpose had become more widely understood and the movement for respectful skincare had gained traction.
Interactions from followers in the form of messages, tags and comments became more frequent, with overwhelmingly positive sentiments towards the brand and its products and treatments.
Over eight months, the number of Maria Galland Paris Instagram profile views increased by +1306.33% and clicks to the website increased by +3183.33% compared to the previous period.
The average number of impressions per day was 18.84 million, an increase of +432.91%. During the same period, the number of post likes increased by +139.15% and the number of post saves increased by +106.2%.
The number of likes on Instagram Reels increased by +88.31%, the number of comments on Reels increased by +136.72% and the number of saves increased by +89.18%.
KEY STATS
Profile Views +1306.33%
Website Clicks +3183.33%
Daily Impressions +432.91%
Post Likes +139.15% Post Saves +106.2%
Reel Likes +88.31% Reel Comments +136.72% Reel Saves +89.18%
Example POSTS
“I had the pleasure to work with Beth for 8 months. During that time, Maria Galland Paris was undergoing a complete transformation and looking to revamp its owned social media platforms to communicate its new brand positioning so as to emotionally connect with existing and new consumers. Beth stepped in at a time when we needed support to drive the organic monthly social calendar, proactively crafting a diverse set of posts, stories and reels that allowed us to successfully and consistently grow our organic followers month over month and increase their level of engagement too. Beth was a very easy person to work with, reliable and positive whom I would happily work again with and recommend.”
Beatrice Limouzineau, Head of International Marketing, Maria Galland Paris