Bioderma: case study
Skincare · Influencer marketing
The brand
Bioderma is the French dermocosmetic brand behind Sensibio H2O, the world's best-selling micellar water. Its range is built around specific skin types, from sensitive and dry to oily and dehydrated skin.
The brief
Grow Bioderma's presence with Indian skincare audiences on Instagram, with national reach and repeat visibility, without the cost of a fee-based creator campaign.
The challenge
Dermocosmetic shoppers want proof that a product works on skin like theirs, and a handful of big creators rarely gives that. The range also covers very different skin concerns, so no single message or creator type fit every product.
Objective
- Drive large-scale awareness across India through high-volume, creator-led Instagram content
- Use Reels for discovery and Stories for repeat exposure so the same audience saw Bioderma more than once
- Generate likes, comments, saves and shares that lift organic reach
- Find the best creators, formats and product-audience pairings for later rounds
Strategy
- Scale-first barter model: 200 creators onboarded on a product-only basis, with the budget going into product seeding instead of a few paid creators
- Product-to-skin matching: each creator received the range that fit their own skin type and audience
- Reels plus Stories: Reels for discovery on Explore, Stories for repeat exposure to each creator's followers
- Tight but flexible briefs: key claims and usage steps provided, then told in each creator's own voice
- Built-in test and learn: at this scale every creator, format and product became a test, producing a ranked list for the next round
Products featured
| Range | Built for | Content angle |
|---|---|---|
| Sensibio | Sensitive skin | Gentle cleansing and makeup-removal ritual with Sensibio H2O |
| Atoderm | Dry to very dry skin | Daily hydration reset for face and body |
| Sébium | Oily and acne-prone skin | Oil control and clear-skin routines |
| Hydrabio | Dehydrated skin | Plump, hydrated skin and glow routines |
How we ran it
We set clear goals, learn about the target audience, craft a distinctive concept and outline the key deliverables.
We identify creators who fit the goals, share a detailed brief and content guidelines, and offer training and support.
Creators develop and refine their content, publish it, and engage with their audience.
We set performance metrics, monitor data, collect feedback and refine the strategy.
Results
- 620K Reel views and 440K+ Story views, together more than 1 million views, at zero creator fees
- About 28K engagements on 620K Reel views, roughly a 4.5% engagement rate
- About 1 comment for every 9 likes, suggesting viewers were asking about skin types, usage and where to buy
- 640+ saves against 520+ shares, a sign viewers kept the routines to try later
- Each Story averaged about 1,800 views; each video averaged about 3,100 views
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Questions
What did Dhi & Kin do for Bioderma?
Grow Bioderma's presence with Indian skincare audiences on Instagram, with national reach and repeat visibility, without the cost of a fee-based creator campaign. The work was influencer marketing on Instagram in India.
What were the results of the Bioderma campaign?
Campaign figures on record: 200 creators, 200 videos, 240+ stories, 1M+ views. 620K Reel views and 440K+ Story views, together more than 1 million views, at zero creator fees.
Which platform and market was the Bioderma campaign for?
Instagram in India.