Company
Platform
Industry
Services
-min.webp)
.webp)
Semilac is revolutionizing at-home nail design: with UV nail polishes that last up to 21 days and are easy to apply, the company brings salon quality into your own four walls. With a selection of over 400 colors and all the necessary accessories, the Semilac portfolio perfectly hits the mark for nail design fans and professionals worldwide.
Originally from Poland, Semilac quickly expanded its presence in Germany, achieving impressive sales figures in major retail chains like Rossmann. A Brand Lift Study revealed that while the company had lower brand awareness compared to competitors, it enjoyed remarkably high purchase intent among those who were familiar with the brand. This positive consideration reflects Semilac's potential to further increase brand awareness through targeted marketing strategies—both by using educational content with brand ambassadors as experts in the field and by leveraging content creators to provide inspiration.
To increase brand awareness, we rely on a combination of paid and organic measures. This approach allows us to combine the strengths of both channels: paid social offers the opportunity to quickly generate reach and visibility, while organic social fosters trust and long-term customer loyalty.
A central component of our solution is the establishment of a weekly, cross-team call. In this one-hour meeting, teams and points of contact stay informed about the status quo, analyses, customer requirements, and next steps. Through this regular exchange, we ensure that all departments work in sync and can support one another. A benefit for the client: it only requires one call per week to discuss all topics in a bundled format.
Another important aspect is holistic content planning: we build all paid and organic social measures based on a shared editorial calendar. Instead of allocating a separate budget for each area, there is a total budget, which we use to decide which measures should be prioritized.
In collaboration with beauty influencer xLaeta, Semilac developed an exclusive set of five UV nail polishes, available starting in April. To promote this set, we created a detailed briefing for a nail tutorial reel to be produced by a creator. The goal was to clearly demonstrate the nail design process in a step-by-step tutorial with a voice-over. The finished tutorial, featuring the nail trend, was published on Semilac's Instagram account and achieved an impressively high number of organic views within just a few days; by the end of the month, it was one of the top performers on the channel. Given its success, we decided to integrate this reel into an existing conversion campaign already promoting the nail polish set to further boost sales and maximize brand visibility.
Even though paid and organic content have different objectives and therefore require individual conceptualization, leveraging synergies allows for more efficient and streamlined overall campaign management. By planning and creating material that can be used for both paid and organic channels, we can optimize resources and avoid duplication of work. This leads to a reduction in total costs and less effort in content creation. By taking a holistic approach from the planning stage, we can factor in buyouts from the start, avoiding expensive, last-minute additional costs.
Our content strategy offers great flexibility and responsiveness: based on performance, market changes, or user interactions, we can react dynamically and quickly adapt or recycle content to improve results and increase overall campaign effectiveness.
Combining paid and organic strategies provides deeper insights into target audience preferences and behaviors. When specific content performs well organically and achieves a high engagement rate, it is a strong indicator that it will also succeed in paid campaigns. These insights help to better understand user pain points and create more relevant paid content. Conversely, data from paid campaigns provides valuable information that can be used to optimize organic content.
A holistic approach that integrates both paid and organic content ensures that the brand image is presented uniformly and consistently. By aligning our social content with other marketing channels such as newsletters, blog posts, and offline activities, we ensure that all communication materials convey the same message and strengthen our brand identity. This builds trust and recognition among target audiences and supports the development of a strong, coherent brand presence.
A key takeaway from this project is the importance of clearly defining workflows and areas of responsibility. Precise task allocation ensures that all team members know who is responsible for what, which can significantly improve efficiency and collaboration. Furthermore, it is important to deeply integrate individuals from other teams into the workflow and provide them with an introduction to their respective areas of responsibility. This not only fosters an understanding of their own tasks but also of the work of other teams, leading to even more effective collaboration.
To make the results of our efforts even more transparent and understandable, we are planning to introduce a shared dashboard. This dashboard will allow us to view and compare paid and organic KPIs, which will enable better analysis and optimization of our campaigns. In addition, we plan to leverage the potential of other platforms, such as TikTok, to increase our organic presence and further strengthen it through paid measures.
"As a relatively new brand in Germany, we were looking for a strong partner for organic and paid social to adapt our international strategy for the German market. In Mawave, we found an agile agency with excellent communication skills that manages our channels proactively and with a great deal of expertise."
We translate your brand to social media.
Want more? Just keep browsing.
