The document provides recommendations for launching a social media campaign for Super-X sun block in the Middle East market. It recommends creating accounts on multiple platforms like Facebook, Twitter, YouTube, Instagram and Pinterest. It outlines launch campaigns using contests, giveaways, influencer marketing and AR ads. The media buy strategy involves paid ads on sites and platforms. Key metrics like followers, shares and engagement would be used to measure the success of the various campaigns and channels.

1. Super-X
Sun Block
Social Media Launch Youssef Nasser

2. What To Expect
● Social Media Stats
● Community Recommendation
● Recommended Channels
● Launch Campaigns
● Media Buy Strategy
● Campaign End

3. Social Media Stats
● 40.2% of the Middle East population access the web
○ 88% of this online population use social networking daily
( ~ 75.1 million )
■ 94% Facebook ( 44% in U.A.E. )
■ 9% Twitter producing 10 million tweets daily
■ YouTube 258 million daily views
○ 35% women use social media daily ( ~26.3 million )
■ 60% are aged between 18 - 30 ( ~16 million )
○ 78% of Pinterest users and 63% of Instagram users are
women

4. Community Recommendation
Facebook
Create a “Global” Account
( single fan page with localized experiences )
Current Page
has minimal
Middle East
followers
Easier to
tailor relevant
content
Measurable
and easier fan
growth
Cost effective
local
promotion
support

5. Community Recommendation
Twitter
Create a Second Account
( Super-X Woman )
Give a more
personified
voice
Give followers
something
other than
brand info.

6. Recommended Channels
Facebook :
● Customer support and service
● Providing users with brand and product information via
content - paid and natural
● Tactical promotion announcement
● Linking other channels’ content
● Stimulating conversations
● Success measurement : Fan numbers, shares and comments

7. Recommended Channels
Twitter ( brand ) :
● Customer support and service
● Providing users with brand and product information via
content - paid and natural
● Polling and product feedback
● Linking other channels’ content
● Stimulating conversations
● Success measurement : Followers, retweets, favorites and replies

8. Recommended Channels
Twitter ( Super-X Woman ) :
● Stimulating conversations
● Trust factor
● Daily tweets concerning outdoor conditions and fitness
tips
● Success measurement : Followers, retweets, favorites and replies

9. Recommended Channels
YouTube :
● Feature films of brand’s key female endorsers
● Promotional films
● Testimonials / interviews with customers
● Video press releases
● Success measurement : Video views, subscribers, likes and
comments

10. Recommended Channels
Instagram :
● Photos of brand’s key female endorsers
● Brand image and personality
● Video fitness tips
● Photo/Video real time posts at sports events
● Gamification
● Success measurement : Followers, favorites and comments

11. Recommended Channels
Pinterest :
● Brand image and personality
● Pinning of media from other channels
● Lifestyle / activity related boards ( fitness, outdoors,
health, beach, … )
● Gamification
● Success measurement : Followers, favorites and comments

12. Recommended Channels
Buzzwords to use and keep track of
#Fitness
#Athletic
#Sports
#Outdoor
#Adventure
#Explore
#Wild
#Freedom
#Heathy
#Adrenaline
#Active
#Extreme
#Travel

13. Launch Campaigns
1. Posting targeted links on current social media channels
to the new channels ( paid and natural )
2. Pinterest contest to pin 5 creative outdoor activities
(double points if posted by the same person in the post)
3. Sample giveaways at outdoor and sports events and
venues in exchange for Likes and chances to win prizes
- Marathons / Triathlons, Wadi Adventure, Al-Qudra
Road Cycle Path, …
- Could link it to Campaign 2

14. Launch Campaigns #TameTheTerrain
4. Augmented Reality ads in Women’s Health and
Women’s Health & Fitness magazines
Video:
● Zooms out to reveal
that it was a macro
shot of an arm (shot
from a POV angle) of
a cyclist in a forest
setting
● Other arm enters
frame holding product
● Subject applies
product
Call To Action

15. Launch Campaigns
5. Give content to active lifestyle bloggers and
influencers in the region and invite to sponsor during
sports events
6. Sponsor Women’s Health magazine’s “The Next
Fitness Star” winner

16. Launch Campaigns (s)unburn
7. #SpotTheDifferX : Gamification of image posts where
the main difference between the images is the
sunburnt skin
8. An Augmented Reality ad in aforementioned
magazines showing an obviously sunburnt woman.
Using the “Super-X Vision”, you see the woman with
no signs of sunburn #unburn

17. Media Buy Strategy
To increase conversation, clicks and reach :
● CPC banners on women fitness and lifestyle blogs
and sites, eg Expat Woman, PhysiqueTV
● Google AdWords
● Facebook ads
● YouTube preroll ads

18. Campaign End
● Celebrate campaign end!
● Customer rewards from running contests
● More gifts (product) means more user
generated content

19. Thank you