Due to the fact that so far there was no Facebook profile, the team of students was looking for a solution on how phase to reach the largest possible number of users at "See" stage, and get the first few hundreds up to thousands of fans. They decided to take advantage of the not too original, but very effective, simple competition based on the principle of "Tag your friend and win". Thanks to its simplicity this type of competition is just perfect for winning the core audience. Firstly, the principle of this competition is very simple and all Facebook users have to do is just to click a few times. Secondly, tagging each user has a huge reach, thus the post gets to a large number of people.
At "Think" stage they put emphasis on the publication of user reviews of the product and made the targeted users acquainted with the benefits of the preparation. One of the downsides of the product which resulted from the analytical part was that many of the respondents replied that they were concerned about those preparations because they were full of hormones and chemistry. Students, therefore, decided to shoot a series of photos in nature, to highlight the purely natural composition of the Decolen preparation. At the same time, they created a poster, where they pointed to the benefits that the product offers in comparison to plastic surgery.
The aim of "Do" stage is, in particular, is to click the web with the ideal scenario for the purchase, therefore, the students decided to attract the customers through limited offers and a variety of special events. The aim of these offers is to awaken the feeling with a customer that if he/she does buy the right now, tomorrow he/she will not have a similar chance.
At "Care" stage they created a loyalty program, thanks to which regular customers enjoy benefits in the form of promotions or free shipping options. In addition, a bit unconventionally at "Care" stage they decided to carry out another competition. This competition was given a quite different meaning than the competition at "Do" stage. It targets users that have already purchased the product and tested it. These users will then have a chance to win so that they will write a review on Decolen, and as previously mentioned, the reviews of users for this product are of one of the strongest marketing tools and these reviews may be used for further promotion of the product.
For better brand awareness, students chose to pick a few influencers who could publicize the Decolen product. They focused in particular on the so-called micro-influencers who are the users who do not have the number of thousand followers, but their audience consists of, for example, 10 000 users. These influencers have an advantage in that their fans are a very relevant audience, since they cannot see the commercial celebrities, but ordinary people. In addition, with fewer followers, they are financially less costly.