Showcase Case Studies Bioderma

Turning real skincare experiences into credible consumer advocacy

Bioderma campaign results: 220% of content target, 92% participant completion, 369,207 combined potential audience
Bioderma consumer sharing a skincare routine Bioderma consumer demonstrating product use Bioderma consumer talking about skin concerns Bioderma consumer sharing first impressions

problem

Skincare consumers are faced with a crowded category filled with product claims, expert terminology and highly polished advertising. For consumers managing concerns such as blemishes, oily skin or uneven pigmentation, choosing the right product requires more than awareness. They need reassurance that the product is relevant to their skin and can fit naturally into a real skincare routine.
Bioderma needed to build credible product visibility through the voices of consumers who could demonstrate genuine product use and share relatable experiences with their personal networks.
The challenge was therefore not simply to generate exposure. It was to move Bioderma's products from brand-led claims to visible, consumer-led proof while creating a bank of authentic content that could continue delivering value beyond the initial campaign period.

our solution

theSalt and Genlink activated a targeted group of South African skincare consumers to purchase, trial and share their experiences with selected Bioderma products. Participants were sourced according to the campaign's target profile and encouraged to document the products within their real skincare routines. Rather than relying on scripted endorsements, the campaign generated authentic consumer-generated content across Facebook, Instagram and TikTok.
Each participant's execution was tracked, with post links, screenshots, audience figures and content usage permissions recorded. Proof-of-purchase content was also collected to connect the advocacy activity to genuine product trial.
The campaign produced a multi-platform library of consumer content, giving Bioderma relatable product stories that could be used across its own digital channels and, where permission was provided, amplified through paid media.

Goal vs Achievement

220%

of the content target delivered

55 consumer-generated content pieces produced against a target of 25.

The campaign more than doubled its planned content output, with participants frequently sharing across multiple social platforms.

92%

participant completion

23 consumers participated against a proposed target of 25.

Although participation finished slightly below target, the higher volume of content produced per participant more than offset the difference.

369,207

combined potential audience

Participating consumers had a combined recorded audience of 369,207 followers and Facebook friends across Facebook, Instagram and TikTok.

This figure represents the combined potential organic audience recorded in the tracking sheet and should not be presented as verified impressions or unique reach.

Performance Breakdown

The exact Bioderma product names and SKUs should be confirmed before publication.

PLATFORM CONTENT PIECES RECORDED AUDIENCE
Facebook 13 127,522
Instagram 23 88,326
TikTok 19 153,359
TOTAL 55 369,207

Product Group Breakdown

PRODUCT GROUP PARTICIPANTS CONTENT PIECES
Sébium 11 25
Pigmentbio 12 30
TOTAL 23 55
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Deliverables

The campaign delivered a tracked consumer-advocacy programme designed to connect product trial with authentic social proof.

Deliverables included:

Recruitment and activation of 23 targeted skincare consumers | 55 pieces of consumer-generated content | Content distributed across Facebook, Instagram and TikTok | Participant and audience tracking across all three platforms | Post links and screenshots for execution verification | Proof-of-purchase documentation | Consumer permissions for Bioderma to own and reuse submitted content | Consumer permissions for selected content to be promoted by the brand | Identification of strong-performing posts for potential amplification | End-to-end campaign coordination by theSalt and Genlink

Channels Used:

Facebook Facebook
Instagram Instagram
TikTok tiktok

Why It Worked

The campaign delivered a tracked consumer-advocacy programme designed to connect product trial with authentic social proof.

Real routines made the products relatable

Participants showed Bioderma products as part of genuine skincare routines, helping audiences understand how the products could be used in everyday life.

Consumer proof supported brand claims

Instead of relying exclusively on polished brand communication, the campaign enabled real consumers to demonstrate their experiences in their own words and formats.

Multi-platform participation increased content output

Many participants posted on more than one platform, allowing the campaign to produce 55 content pieces from 23 advocates and exceed the original content target by 120%.

The audience matched the conversation

Participants were selected to speak credibly about relevant skincare needs, helping the content feel personal rather than broadly promotional.

Content permissions created longer-term value

The brand received permission to own and reuse the submitted consumer content, creating a cost-effective library for future organic and paid marketing activity.

short campaign story

In skincare, consumers do not simply want to hear that a product works. They want to see how it fits into the routines of people with needs that resemble their own.
Bioderma placed real consumers at the centre of the conversation. Across Facebook, Instagram and TikTok, participants documented their product experiences and turned everyday skincare moments into relatable social proof.
Although the campaign activated 23 of its proposed 25 participants, those consumers generated 55 pieces of content, delivering 220% of the planned output and 369,207 total organic impressions.
The result was more than a collection of posts. It was a reusable library of authentic consumer experiences, supported by verified executions, proof of purchase and measurable organic visibility at scale.

Key Takeaways

1. Smaller communities can create significant content scale

Activating 23 consumers generated 55 pieces of content across three platforms, proving that strong participation mechanics can produce more than two pieces of content per advocate on average.

2. Authenticity becomes more valuable when it is measurable

By recording post links, screenshots, audience figures and usage permissions, the campaign transformed consumer advocacy into a trackable and reusable marketing asset.

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