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La Roche posay 2016 brandstorm

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Come up with a connected and digital innovation strategy on how to recruit the new gen- eration of LRP consumers. How would they be attracted to the brand? What should be the consumer path to create a long term relationship with the brand? What types of services, digital tools and online communication campaigns need to be included in this recruitment strategy? What would be the next technological and digital disruption for LRP?
You are in charge of this massive recruitment strategy – It is in your hands to build a new community committed to the brand. Leverage digital opportunities, invent connected heath and reinvent the health and beauty services!

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La Roche posay 2016 brandstorm

  1. 1. 1 B R A N D S T O R M JONOVA TEAM Iva Holubová. Joëlle Bloyet . Nour El Hajj
  2. 2. 2 Major trend : gamification to boost engagement Creating a community People enjoy competition & rewards Mobile gaming : big business 5 Gamification trends Blending the big data Social sharing Applications : Marketing, inspiration, health, education …
  3. 3. 3 Why use gamification ? 44 % 56 % 91 % of 15-18 year old 89 % of 19-24 year old Players play 26 hours a week 65,7% Of 15-24 are looking for games on their Sartphones 35 million players (just in France!) 68% Of 15-24 download game apps 46,7% Of 15-24 are interested by informative notifications Players profiles 10-14 15 - 18 18 - 24
  4. 4. 4 Qualitative research insights Feeling good about myself is the most important factor I don’t like when creams make my face greasy Appearance is important for me I would like to test the products efficiency (samples) I care about having a fit body (healthy lifestyle, sports) The skin of my face is more important than the skin of my body (and I’d rather use pharmacy brands) I like playing video games and especially kill time on my smartphone I would rather trust my dermatologist, parents & friend than advertising
  5. 5. 5 M a i n i n s i g h t « I would like to have a nice appearance and a healthy skin but… … I need help to learn how to take care of my skin »
  6. 6. 6 BIG CONCEPT Use game mechanics
  7. 7. 7 Develop a serious game available on LRP’s website + mobile app Learn how to treat your skin well by playing online 6 missions in LRP « Skin land » With the help of « dermato coach » Accomplish the missions given by 6 masters of skin 1 Use gamification: LRP « serious game »
  8. 8. 8 1 If you want to become the next master of skin you have to know everything about its protection. It’s a priority to feel good in your shoes ! The Masters of skin Accomplish the 6 challenging missions given by the masters of skin REGISTER TO SAVE YOUR GAME AND SCORE Continue Register CHOOSE A MISSION BY SELECTING A POINTER
  9. 9. 9 SELECT YOUR AVATAR I guess you’re accustomed to challenge and adversity Let’s go ! You look AWESOME ! What’s your name by the way ? Awesome EDHEC student Choose Choose Choose Choose Choose Choose Choose Choose
  10. 10. 10 SELECT YOUR LEVEL AND GET REWARDS FOR YOUR SKIN Each task will grant you points. You can save up for awesome goodies to treat your skin like it deserves! You can check your international ranking and share your scores with your friends. Enough talking, let’s meet master n°1 ! Easy Hard Medium
  11. 11. 11 Mission 1 Knock down preconceived ideas ! First master of skin « Red Dermato » Mission 1: « The dermo ring »
  12. 12. 12 Congrats ! You’ve completed your first task and unlocked your first tip ! Spend your points now or continue to save up! The next master is waiting for you! Score 237 035 Get goodies ! Save up! Tip N°1
  13. 13. 13 Blue dermato Blue dermato What will « AwesomeEDHECstudent » do ? Blue dermato wants you to fight COMEDON ! Comedon wants to clog your pores 2nd mission: Fight COMEDON Congrats ! You’ve completed your first task. Spend your points now or continue to save up! In any case, get on with your journey to a flawless skin. The next master is waiting for you! 35 26
  14. 14. 14 4 other simple mini games: Simplicity is key Sebum Island Perfect skin race Catch the Lipikar ! Find the « LRPair »
  15. 15. 15 How to encourage our audience to play the game ? Promote LRP land Pre test games with INFLUENCER S We’ve accomplished the 6 master’s of skin missions Social gaming promotion on SOCIAL MEDIA Welcome to LRP « Skin land »  Capitalize on LRP storytelling Awesome TRAILERS on Youtube
  16. 16. 16 Part of a whole « lifestyle » campaign Serious game part of a help program With branded LRP freebies as part of incentives ! Include tips on exercising, eating well … everything that has an impact on the skin
  17. 17. 17 What are the advantages of our gamification campaign ? Fun & social Interactive & entertaining Time spent playing  better retention & recall of content Easy to go viral In line with brand mission Increase in learner knowledge on skin issues Immersive learning simulations
  18. 18. 18 What are the benefits of gamification you ask ;-) ? Promote products interactively Non intrusive way to monetize relationship Engage consumers (then they tend to buy more) Creates traffic to website Long-term relationship + engagement Positive word of mouth Increased brand recognition & knowledge Brand differenciation
  19. 19. 19 USP: effective formula (thermal water) Recommended by 25 000 dermatologists worldwide Proven efficiency Gamification Development of a « connected » customer base Rise of health concerns among young consumers Lack of competitivness among young generation Very limited online sales Fierce competition in the dermocosmetics sector S W O T
  20. 20. 20 Main take-aways Correct use of gamification  Capture audience imagination & intention Campaign in line with brand mission Young consumers are super connected  LRP needs to be where they are
  21. 21. 21 Many THANKS for your attention GAME ON !

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