Launching Bayan Derma as New Age Luxury Dermatology Brand
The Problem
Bayan Derma approached us with the goal of scaling their clinic to a larger audience. Having undergone a soft launch for a year, they were ready to establish themselves as a prominent luxury dermatology destination. The challenge was not only to execute a campaign but to set the tone for an aspirational and symbolic brand moving forward. Our work was conducted across two years and continues to grow as we evolve with the industry and brand.
Services
Brand Strategy, Social Media Strategy
Quarterly Brand Audit, Quarterly Market Research
Customer Journey Experience Strategy
Quarterly Campaign Strategy and Execution
Brand Ambassadorship Program and Management
Managing External Marketing Providers
Location
Kuwait
Industry
Medical and Beauty
Collaborator
Mohammed AlShamali
Abdullah AlFailkawi
The Hybrids Create
Kuwait Times
Step 1
Brand Audit and Customer Journey Optimization Before launching the brand on a larger scale, we conducted an in-depth audit of Bayan Derma’s touchpoints. Using mystery visits, we evaluated every aspect of the customer journey, identifying areas for improvement. This ensured the brand’s positioning as a luxury skincare destination was both consistent and elevated.
Step 2
Building a Symbolic Brand Framework We developed a brand framework focused on self-symbolism and social esteem. This approach ensured Bayan Derma became synonymous with self-identity and emotional connection. Our strategy aimed to distinguish the brand from the overly augmented beauty trend dominating the local market. This became the roadmap to how we were going to execute on the brand moving forward. We followed this framework closely over the following two years to help build the brand and enhance their marketing.
Step 3
Quarterly Campaign Execution and Calibration Working with our different service providers and internal teams, we set out to execute on Bayan Derma’s strategy. From brand ambassadorship programs, to tactical acquisition campaigns, to brand building activations; we built and executed on a 360 degree marketing campaign geared towards assisting them in achieving their goals. Every quarter, we would report on our campaigns and recalibrate based on their internal strategy and goals to ensure efficient and optimized marketing.
