Our mission was to help La Roche Posay attract and recruit new young consumers (15 to 25 years old) through creating an innovative and disruptive digital campaign. After conducting a global research on 100 Millennials we came up with the idea to create a new social media platform, based on wellbeing and fitness, called "Weact". This new form-powered by tha brand- would respond exactly to the target group's needs, enable the users to create a community, share content and ultimately, increase the awareness of the brand.

3. Let’s take a look…

4. 16% in 5 years
10% is dermocosmetics
New markets have emerged like
China, Brazil, Saudi Arabia and
Russia
Skincare
Industry
Source: Resource Pack for Brandstorm 2016

5. Digitalization
Customizatio
n
E
commerce
Geolocation
Source : Resource Pack Brandstorm 2016
Industry
Trends
Always & everywhere
More than 80% of
people are using
smartphones

6. s w o TBrandName
Quality
Commitment
Price
Online
presence Millennials
Market
growth
Digitalization
Competition
Consumer
Confusion

7. MILLENNIALS
34%
MAKE UP
OF THE TOTAL WORLD
POPULATION
Word of
Mouth
VALUE
70%
ALMOST
Supports a Cause
WOULD BE MORE WILLING TO MAKE A
PURCHASE
FROM A COMPANY IF THEIR PURCHASE
50%
Community
Content
Creators &
Users
Tech savvy
Health
Conscious
Social Media
They value
experience and
have a huge
spending power

8. exercising more
eating smarter
smoking less
using apps to track training data,
and online information to find the
healthiest foods.
Source:Goldman Sachs Global Investment Research & monitoringthefuture.org
Wellness

9. Source:Researchto100peopleglobally
“What millennials think about La Roche-Posay”
3 out of 4 think that
dermatologist’s opinion is
very important60%
Know
La Roche-Posay
as a brand
Brand Insights
Quality
Pharmaceutical
Safe & effective
Blue &White
65%
48%
35%
30%

10. Our Global Research
2/3 of time spent
online is on Social
Media
have at least 2
Social Media
accounts
Snapchat: the new online
hotspot
Source: Research to 100 people globally
is a global trend
travel multiple
times a year
68%
Fitness
51%

12. Let us introduce you to...

14. A new social media based on wellbeing
and fitness.

15. The perks of a typical social media based on the
fitness global trend.
Always online
Health oriented
Geolocation
benefits

16. But how does #weact work?

17. Maya
22 years old from Tokyo
• student
• Traveler
• Working out
• Healthy diet

18. Rating system
Followers
Prizes
Gifts
User’s Profile
Photos
Videos
Status

19. Skin Checker
Type of skin
Sun Sensitive areas
Proposes products
#1

20. Shop your favorite La Roche-Posay
product from your smartphone!
#2

21. Travelers & Geolocation
Weact
Hi Maya, you're in Sweden!
Check which products you
should use here for a healthier
skin and where you can get
them from!
#3

22. Your activities on
weact!
#4
16/10/5
7.50

23. La Roche Posay
supports the creation
of a new institute
against skin cancer in
South Korea.
Do you care?
I CARE
#5
JOIN THE
CAUSE

24. Ambassadors

25. 75%Of womenaremoreinfluenced by
vloggers&friends
56%
Of menaremoreinfluenced by
athletes&friends

26. An athletic blogger/
vlogger who is skin
sensitive and has a
suiting lifestyle.
A typical Millennial. A 17
year-old public figure,
Skater and
Photographer.
A successful 22 year-old
tennis player,
participating in the
Olympics 2016.
A successful 29 year-old
tennis player,
participating in the
Olympics 2016.

27. Weact Activation
Post Launch
February 5th
Launch
August 5th
Pre Launch
June 5th

28. Pre launching

29. #runforRio

30. Download the app
tool
Start running as much
as you can
Screenshot your
achievement
Upload it on
instagram using
the #runforRio
#LRP and #weact
Win a lifetime
experience at Rio’s
Olympic Games
1 2 3 54
Path to win

31. Brooklyn Beckam on
Snapchat
#runforRio

32. Andy Torres on FacebookGenie Bouchard on
Instagram
7.2 km

33. Pre-Launching
Offline presence

34. Airport Virtual Reality Stand
Rio
Paris
London
New York
Tokyo

35. Launching

36. Olympic Games

37. 05/08/2016
Rio De Janeiro
Brazil
The Biggest athletic event

38. Watch
Olympic
Games live at
#Weact
A drone selfie at the start ceremony
Updates and backstage
Athletes’ support
Live streaming
The first account on Weact

39. AndroidiOS
Available for
WeAct
Windows

40. Website Social MediaSEO & SEM
Digitalstrategies
Email Marketing
BloggingV
logging
UX/ UI

41. Online News

42. La Roche-Posay
Website

43. SOCIALMEDIA PORTFOLIO
The WEACT’s digital presence on other social media platforms is a must.

44. Weact on
Snapchat

45. Style Scrapbook
I apply La
Roche-Posay’s
thermal Spring
Water
…
…
-

46. This new app by La Roche-Posay is really cool. Be
sure to check it out!
#running #weAct #larocheposay
Andy TorresRafael Nadal

47. Shop Now Latest News Skin Checker
La Roche-Posay introduces its new app, WeAct! It’s a brand new
platform that centralizes in fitness and wellbeing issues and
provides multiple amusing and educative features. Join WeAct
here www.weactapp.com and find out from first hand its many
possibilities!
Kind Regards,
The La Roche-Posay team
Newsletters

48. Post-Launching

49. 22/2/2017
TODAY’S LIVE SESSION:
4:00 pm 20 Minutes
SESSION DETAILS
Maya Settings | Logout
: Live Dermatologist Sessions#1

50. #2: Chatbots

51. Offline Actions

52. Weact
on pharmacies

53. Campaign Objectives
For the first 6 months

54. 1 million #weact hashtag
100 million
users in Weact
Sales Increase for the LRP
Uplift
in
User Generated Content
16%-19%

55. Weact will put La Roche-Posay into
Millennials’daily routine.

56. Thank you!