Company: LLORENTE Y CUENCA MADRID, SL
Nomination Submitted by: LLORENTE Y CUENCA MADRID, SL ESB82894122
Company Description: We are a global communication, digital marketing and public affairs consultancy firm that helps our clients take proactive strategic decisions, with the necessary creativity, innovation and experience. We contribute to ensuring that our clients achieve their short-term business goals and set out a roadmap to defend their social license to operate and enhance their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Communications Research
 Nomination Title: Galderma - “The power of data science in beauty”
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
November, 2022.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 205 words used.
Galderma, a pharmaceutical company focused 100% on dermatology –through its "Aesthetics" division– wanted to know, after two and a half years of pandemic, the market potential of aesthetic procedures in Mexico. They needed to be able to understand what consumers and potential patients knew about hyaluronic acid and botulinum toxin (which are two of their main products) in order to guide their strategies.
Currently, Galderma’s target audience knows more about the existence of botulinum toxin but there is a lack of awareness about other aesthetic procedures and treatments available, such as those that can be done with hyaluronic acid. Within the main challenges for the company are that people talk about:
- Problems: They share experiences (from others) about bad practices.
- Doubts: Prices, experience and allowed/suggested ages.
- Fears: Beyond the problems that may arise, it is fear of pain during and after treatment.
The main purpose of carrying out a research project was to understand what people are talking about to position Galderma amongst potential patients and doctors to collaborate with.
Additionally, they had a business need: to expand their network of aesthetic doctors and surgeons (clients for them), who were doing this type of procedures at a national level and who had not been identified.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
LLYC used artificial intelligence for the first time to get Big Data analytics about the aesthetic market in Mexico. What was proposed was to use LLYC's suite of Big Data analytics services or DAS (Data Analytics Suite), which consists of deep analysis tools and analysts that sort and process the data to make sense of it and create value for the client.
The defined period for the project was a year with an expected update for the months following the first analysis and once the client could capitalize on the data obtained by the DAS.
For the second challenge, LLYC proposed to use artificial intelligence (scraper) to identify, through a strategic digital mapping, all doctors, regardless of specialty, who were talking about, or performing an aesthetic treatment.
- The goals that were set and helped guide the research included:
- Learn about the beauty treatments conversation in Mexico
- Find drivers & barriers of the treatments for consumers
- Find trending topics or main concerns
- Identify and understand competitor perceptions
- Identify stakeholders in the conversation
Lastly, LLYC utilized AI to carry out a strategic mapping, to find the specialists in the country who participate in the conversation of aesthetic treatments, in order to be able to to provide information to help Galderma's sales team with the decision making process for their business objectives and sales prospecting.
The tools employed included: search engines, Twitter, forums, blogs, YouTube, Facebook groups, Meta (Facebook), Twitter, Instagram, Linkedin, Google My Business, Doctoralia, Top Doctors, Multiestéticas.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 245 words used.
First, the team at LLYC carried out a conceptual analysis of the conversation and searches about beauty treatments over a period of one year (07/2021-07/2022). After presenting the results of this first analysis, an update was made by looking at new conversations, an analysis of the audience and the feeling of the people searching and discussing aesthetic procedures online; the evaluated period comprised the months following those of the first report (08/2022-04/2023).
- It is the first time that AI is used in the aesthetic market in Mexico to understand it. As a result, we obtained over 180 thousand data points about aesthetic procedures in the country.
- It detected more than 40 thousand people who were talking, needed information or wanted an aesthetic procedure.
- The knowledge of the market by DAS, discovered a new audience based on socio-economic classification to target for Galderma.
Lastly, we mapped 12,000 physicians performing aesthetic procedures nationwide, expanding the client's existing base of 3,000 physicians. The intelligence capacity provided the information (even from Google Maps) so that the sales force could contact the identified doctors.
- Adding up the total number of platforms utilized, we managed to identify 12,536 profiles, accounts and establishments that are a commercial option for Galderma.
- Three new business cities were identified.
- New medicine specialties were identified that talk about or perform aesthetic procedures such as: gynecologists, sexologists and dentists.
The current business strategy of the client is based on the data generated by LLYC.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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