How Dr. Pierre Ricaud boosts engagement and conversion on his product sheets thanks to video
“Today, JOIN Story has become an essential element of our product sheets, just like customer reviews.”
Overview
Dr. Pierre Ricaud is a cosmetics brand from the Rocher group. With a Heavy traffic, mostly mobile and highly focused on product sheets, the brand was looking for to better exploit these key pages to support its customers throughout their buying journey: from gestures to routine, including product reinsurance.
Objective: re-engage users directly on product sheets through clearer, more visual content designed for mobile devices.
Challenge
Before the integration of JOIN, Dr. Pierre Ricaud faced several obstacles.
First, a significant but under-exploited mobile traffic : the product sheets were not optimized enough to capture the attention and engage users in a sustainable way.
Then a significant volume of video content already produced for social networks and ad campaigns, but without a dedicated space on the site to promote them over time. This content remained ephemeral and little used on the e-commerce side.
Finally, a strong need for customer support, especially on more technical products such as eye contour treatments. Customers needed user advice, concrete demonstrations and visual reassurance, beyond simple written reviews.
Solutions
To meet these challenges, Dr. Pierre Ricaud has integrated JOIN Stories directly into the heart of its product sheets.
The strategy is based on two complementary types of content.
On the one hand, expertise-oriented brand content : advice for use, demonstrations of gestures, explanation of routines. The objective is to support customers in understanding and using products correctly, especially the most technical ones.
On the other hand, UGC content and influencers, more authentic and visual. These formats complement written customer reviews by allowing users to concretely project themselves into the use of the product.
This complementarity makes it possible to adapt the level of support according to needs: more expert content on technical references, and more inspirational formats on simpler products.
Results
JOIN Stories quickly established itself as one of the most used elements of Dr. Pierre Ricaud product sheets, along with customer reviews.
Users who interact with Stories show a significantly higher conversion rate, confirming the direct impact of the format on e-commerce performance. On the most expert products, engagement rates are even higher, underlining the key role of video in decision support.
Beyond performance, JOIN also allowed the marketing team to have a visible and sustainable space on the site to promote content that was previously limited to social networks, and thus maximize their impact over time.
