Reinvigorating Mustela’s digital strategy

Invisible Puppy became Mustela’s digital partner in April 2019 to spread the message of Mustela’s commitments through their online channels, both organically and through advertising.

The need for a permanent digital strategy

Mustela, Laboratoires Expanscience’s French brand, has been developing innovative and safe care products for mothers and their young children for 70 years. At Mustela, the care of children comes first and the international company backs this up with a number of concrete commitments that are held in high regard ( Mustela is already counting on good brand awareness among future and current mothers, with a focus on the phase just after the birth of the child. The aim is to strengthen this brand awareness among parents and to be top of mind. Mustela brought the following request to Invisible Puppy: the need for a permanent partner to outline, implement, and adjust the digital strategy in terms of performance and always-on marketing and community management.


Since April 2019, we have continued to work on Mustela’s social media strategy every month, both in terms of organic content and daily community management. We foresee a separate strategy for Facebook and Instagram:

Facebook promotes engagement and is used to interact with the target group in a very personal way. Facebook is also the channel of choice for building Mustela’s community. 

The focus on Instagram is more on building a consistent and strong visual style and interacting with influencers. We find out what is going on in the various target groups via Instagram.

This goes hand in hand with a great deal of attention to community management on both platforms: every question is carefully followed up on and we want, together with Mustela, to support mothers as best we can in looking after their little ones.

The result since the collaboration with Invisible Puppy?  The number of followers increases every month, and through personal communication with the fans, Mustela is particularly aware of their needs and wishes. Communication is no longer purely about products; ‘parent empowerment’ is also becoming an important principle.  


We have also rolled out an always-on performance campaign for Mustela, working with three flows per year to provide the necessary measurements and adjustments.

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