DMM Final Presentation (Drexel University 2022)

1. DMM Final Presentation | Group 3
Hydrocolloid Pimple Patches

2. Brianna Doyle
OUR TEAM
Julia Schroeder
Lara Le
Megan Chan
Kyle Fulton

3. NEW PRODUCT LAUNCH:
Pimple patches that will reduce
pimples and inflammation
Made of hydrocolloid to
promote healing in clean
environment
Multiple shapes and sizes to
accommodate pimple size

4. Hired by Johnson
& Johnson to launch a new
product or extend a
product's already existing
line
● Pimple patches are trending
● Extension of HydroSeal Band-Aidsthat
people already use for acne
● Extendingline will spark interest
in previoususers of HydroSeal and pimple
patch users
GOLDEN CIRCLE: WHY

5. Demographic
● 13-24 years old
● Male/Female/Non-Binary
● Interested in beauty,
self-care, and embracing
their acne
GOLDEN CIRCLE: WHO

6. Promote the launch
of new Band-Aid
Solar E- Zits through a giveaway
campaign using social media to
encourage consumers to embrace
your constellations
GOLDEN CIRCLE: HOW

7. ● Social - Promote new product
and run the giveaway
● Influencers – Build awareness
for new product launch and
encourage others to embrace their
"imperfections"
● Search – SEO and Product ranking
on Amazon
● Emails – Promote new product
and giveaway
GOLDEN CIRCLE: WHAT

8. PERSONA:
MEET HAILEY

9. COMPANY RESEARCH:
● Johnson & Johnson launched BAND-AID
brand adhesive bandages in 1921
● Global Medical tapes and bandages market
size estimated at USD 8.78 billion in 2020
and expected to reach USD 9.29 billion in
2021
● BAND-AID ranked 2nd in unit sales of
leading first aid tape/bandage/gauze/cotton
brand in the United States in 2019

10. INDUSTRY RESEARCH: ANTI-ACNE DERMAL PATCHES MARKET
Market size will
be worth $870.3
Million
2030
Chemical-based
segment dominated
the anti-acne dermal
patch market
2021
Acne treatment
market valued at
$9B
2020
Asia Pacifica
Held largest revenue
share of 39.8 in 2021

11. COMPETITORS

12. BRAND SWOT ANALYSIS
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
• HydroSeal - 6 benefits
in 1 bandage
• Band-Aids offered in
many retail stores,
making them accessible
• Popular following
of already existing Hydr
oSeal line for face usage
• Not a Skincare
Brand
• Large Band-Aids
not advised for use
on face
• Pimple patches brands
already have strong
presence and dominate
market
• Potential for people
to continue using standard
hydrocolloidBand-aids
• Popularity ofpimple
patches
• More affordable than
other brands

13. CURRENT DIGITAL
STATE
Instagram – 13.7k Followers
Facebook – 157.9k Likes
• Haven't posted since 2019
No TikTok account
Currently 2 ads running
through Instagram
Don't sell directly on website,
directs them to Amazon page

14. ORGANIC SOCIAL
• Important for reaching younger
demographic (under the age of 18)
• Running the Giveaway on these
platforms
• Reposting UGC from people who
have entered and are embracing
their natural constellation
• Encouraging users to share their
natural beauty with the hashtag
#SOLAREZITS and tag us to be
entered into giveaway
• Reposting on IG stories

15. PAID SOCIAL
• Sponsored posts promoting the
launch and the giveaway
• TikTok Paid Ads
• Video of someone applying
the product
• Instagram Ads
• Carousel of photos with
product on face and photos of
natural faces
• Targeting interests and ages

16. INFLUENCER
AND ADVOCATE
MARKETING
• Sending free product
to Instagram and TikTok
Influencers for exposure as they
will try the Solar E-Zits out and
post about it
• Brand deals with influencers to
post about the product, try them,
and promote the giveaway
Skincare Specific
- Skincare by Hyram
- Skincare.ninja
- Iiroshnii
Non-Skincare
- Anna Sitar
- Victoria Garrick

17. ORGANIC AND PAID SEARCH
Organic
• Marketplace SEO in product listing
• Keywords
• Back linking through
skincare bloggers
• Goal to rank and be among search
results for pimple patches
Paid
• Sponsored Ads on Amazon
Amazon Marketplace
Keywords
Pimple patches
Hydrocolloid
Acne patches
Hydrocolloid bandages for acne
Best pimple patch
Acne Band-Aid
Pimple Band-Aid
Star pimple patches
Zit patches
Hydrocolloid pimple patches

18. EMAIL
• Sent to Opted In Care
Club Members
• Promote new product launch
while encouraging people to
participate in the giveaway
• Unique Subject Lines and Pre-
header text
• As UGC is received
through the giveaway and after
product launch, photos can be
used in later email pushes

19. DISPLAY AND VIDEO ADS
Display Ad
Video Ad on YouTube
• Display ads on skincare blogs
• Based on websites visited (other skincare
and competitor websites)
• Video ads on YouTube

20. KPI FRAMEWORK Open Rate,
CTR, Conversion Rate
Reach, Likes,
Comments, Engagement,
Hashtag Use, CTR,
Conversions
CTR, Conversions,
View-Through Rate,
Impressions
EMAIL
SOCIAL
PAID SEARCH
ORGANIC SEARCH
Amazon Marketplace
Ranking, Reviews,
Sales

21. ● Daily reports regarding giveaway metrics
through the end of giveaway
● Weekly reporting following the giveaway to
track platforms that didn’t include promotion
of the giveaway, but just the new product
REPORTING PLAN

22. KEY
TAKEAWAYS
01
PRODUCTEXTENSION
To meet a new use and
target market
03
To promote Solar E-Zits by
building awareness through
the "Embrace your
Constellations" campaign
STRATEGIES
Social, Influencers,
Email, Search, and Display
& Video Ads
02
GIVEAWAY

23. THANK YOU
for your time
and consideration!