Building Cent Pur Cent’s Brand Awareness in the Netherlands via a community 

To boost brand awareness and establish the Cent Pur Cent brand in the Netherlands, we’ve built a dedicated brand community. Why? In a highly competitive industry like beauty, standing out through traditional advertising is tough. Cent Pur Cent’s products are of such high quality that encouraging women to experience them firsthand—through trial—is the most effective way to grow the brand in the Netherlands.

The Approach

• • Community Strategy
    We began by developing a tailored community strategy, aligned with Cent Pur Cent’s goals and objectives. This included defining the profile of the ideal Cent Pur Cent Ambassador in the Netherlands.

• • Search & Selection
    Since Cent Pur Cent didn’t yet have a CRM base in the Netherlands, the community was built on House of Treats community members. After quantitative research (our box method), we identified true brand fans. We carefully selected 75 of the most motivated ambassadors, based on their profiles and enthusiasm for the brand.

• • Guidelines
    To ensure consistency and empowerment, we created customized guidelines for the ambassadors, helping them to get to know the brand and providing all the assets they needed to share their experience.

• • Kick-Off Event
    We hosted a launch event with all ambassadors. During the event, they were inspired by Founder Caroline Rigo, learned more about Cent Pur Cent, and discovered what it means to be a brand ambassador. We also invited beauty journalists to introduce them to the brand and its mission.

• • Activation & Management
    We officially kicked off the project in September, and since then, our ambassadors have been consistently creating content and hosting in-home workshops, encouraging friends to try Cent Pur Cent. This has generated invaluable insights, which we use to further refine our strategy in the Netherlands. Additionally, the Dutch beauty press has taken notice, leading to 18 media publications (and counting).

Power of our community

House of Treats has a carefully curated global community of early adopters, they are trend and culture conscious. Frontrunners in the GenZ and Millennial audiences who are difficult to reach – let alone understand.

By matching members to brands, based on their shared DNA, we build strong connections with community members. They become brand ambassadors for life and help brands to grow awareness and brand love.

Do you want to get in touch directly, call +31 20 – 2442393 or mail fleur@houseoftreats.nl