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Brandstorm 2016 loreal larocheposay_runforyourskin
- 1. LA ROCHE POSAY SEDUCINGANEW GENERATION OF CONSUMERS Our strategy presented by Cyrine ABID Léon DOMERCQ Caroline CERBELAUD LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 2. EXCELLENCE DETERMINATION INSPIRATION PASSION INTEGRITY SOLIDARITY FAIRNESS PURITY WELLBEING LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 3. LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 4. LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 5. byPowered for LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 6. BE AWARE RAISE AWARNESS PHARMACY, SOCIAL MEDIA, DISPLAY SUBSCRIBE ENGAGE AND SHARE DEDICATED PLATEFORM ON THE WEBSITE LEARN PUBLISH CONTENT SOCIAL MEDIA by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 7. WELCOME TO THE LA ROCHE-POSAY RUN La Roche-Posay organises throught the world a race to make people care of their skin and have an healthier skin SUBSCRIBE LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > > Powered for
- 8. START YOUR SKIN DIAGNOSIS Each skin is unique, La Roche-Posay has specific products for each skin to answers your daily issues YOUR SKIN IS UNIQUE LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > > Powered for
- 9. YOUR SKIN IS UNIQUE You have an oily skin with minor acne due to pollution. Discover your personnalized kit. LEARN MORE LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > > Powered for
- 10. 10% will be reversed to the charity Les Petits Princes I RUN FOR … La Roche-Posay is commited to dermatology and run on your side. Choose a cause that you want to supporrt KINDER SUN GENTLER PRODUCTS SOFTER ATMOSPHER E LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > > Powered for
- 11. I have freckles ! I AM UNIQUE, AND PROUD Choose a personnalized T-shirt that you will wear proudly during the race LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > > Powered for
- 12. Learn More about the Blue Heart Patch SHARE LET’S CREATE YOUR TEAM Share your subscription form with your friends and invite them You will both win an armband with the uv-patch blue heart technology LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > > Powered for
- 13. READY FOR THE RUN ! Discover your fully customised pack for the Race LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > > Powered for
- 14. START THE RUN 7 gates that follow your day by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 15. START THE RUN Your friends as cheerleaders by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 16. STEP 1 : PROTECTED FROM SUN With Anthelios by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 17. STEP 2 : FIGHT AGAINST POLLUTION With Toleriane Gate with a grey smoke by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 18. STEP 3 : HAVE A FRESH BREAK With the Face Mist Thermal Water Fall by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 19. STEP 4 : PARTYING HARD With the Cleansing Milk Gate with a glitter rain by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 20. STEP 5 : CRAZY SOAP FOAM With Effaclar Foaming Gel Gate with a bubble foam by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 21. STEP 6 : WATER SHOWER Gate with a water shower by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 22. STEP 7 : WELCOME TO LA ROCHE-POSAY VILLAGE Learn, play and win goodies 1 5 4 3 2 6 Photobooth Game Zone Dermatologists Pharmacists Food and Beverages Social wall Gifts by LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 23. HOW TO MAXIMISE OUR REACH ? BEFORE PAID TO TRIGGER DATAS, GAME, CONTENT DURING OWN YOUR MEDIA PHOTOS, POSTS, TWEETS AFTER EARN THE RESULTS ARTICLES, CRM, COMMUNITY LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
- 25. LA ROCHE POSAY Any questions ? BIG DATA SOCIAL BUZZ BRAND EQUITY LA ROCHE-POSAY THE TARGET RECRUIT COMMIT RUN’S STEPS> CONCLUSIONENGAGE> > > > >
Editor's Notes
- Discover our strategy to help La Roche Posay seduce the new consumer generation thanks to digital marketing. Team 1 Cyrine Abid : Digital marketing, cosmetics orientated Léon Domercq : General engineer, Marketing for Product manager Caroline Cerbelaud : Digital marketing, gif and twitter addict
- Since 1909 LRP is taking care of sensitive skins thanks to its expertise : - a French brand that plays worldwide on a fast growing market - value products based on magical thermal water and know-hows - recommended by dermatologists and sold mainly in pharmacy - linked to skincare and skin disease, old problems La Roche Posay brand identity is strong and reliable. We will base our strategy on it to make it popular among young people. There is a lack of awareness on the 15-25 segment As they are young they think they are healthy and not concerned about medical healthcare They believe sport is the sufficient key to be healthy and comfortable with themselves. Indeed youngsters believe that sport, health and beauty are the three pilars of a fulfilling life To gain this self-confidence they are seeking for social success. In our society, it is based on 3 pillars: sport, heath and beauty. Social pressure on appearance (social media, advertising) Era of personal branding Sport and La Roche Posay have several common values : wellbing, passion, excellence. Sport is trendy among youngsters (Color Run or Mud Day are good examples). La Roche Posay will benefit from this trend following its image. It will create an attractive synergy. Solution : Target youngsters thanks to sport
- Maria from Argentina, she is 24 and has a busy life : - She is a hard-working political science student She goes jogging everyday after school and eats healthy food She pleases herself with some delicious burgers sometimes ( notably because junk food gives her pimples) A bit beauty-addict, she is aware of the latest beauty trends and has specific skin care and make up routines. She always checks the formula of the products she’s buying and uses a foundation with an SPF as she’s worried about sun damage on her skin. She never sleeps without removing her make up. She has a small tattoo on her wrist She is very active on social media, she daily shares contents on her Twitter, Snapchat, Facebook and Instagram accounts
- James from Hong Kong, he is 20 and always on a rush, his schedule is very busy He is a business student and very ambitious He plays football on his extra-time, sport is important for his personal balance As a young man he is concerned about girls. He wants to seduce. He is concerned about air pollution and wears a mask in public spaces He has a minor acne and he shaves himself twice a week He is on social media like all his friends. It is his source of communication and information
- La Roche Posay organises a race across the world to attract : Young men and women that are kind of sport people That want to have fun, enjoy their life That want to take care of themselves That want a brand that follow them in their very busy life We do not suppose that there are aware of La Roche Posay yet. In France, « Les Petits Princes » is a partner. It will strengthen La Roche Posay commitment image and encourage the participants to share its related content. In each country, La Roche Posay will make partnership with a charity.
- BE AWARE : raise awareness and curiosity on the Race using paid (sponsored posts on social media) and own social media (own fan base). We want to involve our retailing channel with flyers given by pharmacist. A mass media campaign may be tailored for the campaign (TV spot, press, print) to recruit massively. SUSCRIBE : We will encourage youths to subscribe to the race and invite their friends through social media. They will provide us earned media (word of mouth). LEARN : During six weeks, La Roche Posay offers online personalized contents. The brand will display contents about skincare : tutorials, facts and habits. The goal is to trigger skin awareness and initiate a change in the skincare routines: use simultaneously La Roche Posay tailored products. As an example, for a girl who has acne a dermatologist will explain in a video the use of Effaclar range to: 1 – remove your make up 2 – wash your face with Effaclar Gel 3 – apply Effaclar duo All this content will be useful for interactive games during the race that will rely on those information and will be rewarded with goodies RUN : Let’s start the Race !
- We will create a dedicated plateform for the Run on the Le Roche-Posay website to provide contents about the run, drive to the contents and allow youngsters to subscribe to the race. They will register thanks to their social media accounts and enter the following informations in the website CRM (age, localisation, sexe)
- First step of the registration, you have to realise your skin diagnosis. That will help La Roche Posay to identidy your skin type …
- … and provide you a tailored La Roche-Posay kit. The aim is to convince our target to use multiple specific products to improve efficiency.
- As we want to provide participatory marketing and the participant commitment, we are asking them to run for a topic of research. They can choose between three agressuibs thay are exposed to outside : Pollution Sun Harmfull component This will involve them more, and they will be more likely to show that they run for a cause
- We will offer the youths customized t-shirts that they will wear proudly during the race.They will tell us about their look, lifestyle and specificity of their skin. Tattoos, freckles and beards mean sensitive skin.
- We will encourage the participants to share the subscription form with their friends. The participant who sponsored and his sponsored friend will be rewarded with an additional phone armband equiped with UV patch blue heart technology. They will be pleased to reuse the phone armband later on.
- Steps are compulsory for the inscription. All the participants will receive a starter kit for the race. In a tote bag, the participants will find an Anthelios cream, a RFID bracelet, a personalized t-shirt and a La Roche Posay sample kit. The RFID bracelet will be used to connect the participants with their social datas (Instagram, Facebook, Twitter) and will allow them to collect points during the race. At the end of the race, some games and quizz about skin health will allow them to earn points by answering well. All the contents posted before the race by the brand cover the answers. We want to challenge their knowledge. During the Race, the users will generate several contents thanks to their RFID bracelet : once a picture or a game is done, a post is automatically generated on social media. The aim is to create a big buzz around the event.
- There are 7 steps during the race which represent the daily life of your skin: 3 main aggressions and 4 La Roche Posay remedies that help you deal with it. Get some support from your friends and earn more points. Points are rewarded with gifts.
- La Roche Posay is the first race to develop the live tweet experience. It is easy to implement using a RFID gate and a videoprojector. The participant is localised when he passes through the gate and the video-projector shows a tweet from his friends. To be shown the tweet must contain the @NameOfYourFriend, #RunForYourSkin and #LaRochePosay_LT. We expect the participants’ social network to create a large amount of earn media on twitter thanks to this technology. Moreover, we want to create earn media thanks to this innovation on Buzzfeed (for example).
- Protected from the sun, even the most sensitive skins can now cross an area with sand on the floor and hot lights. Sun is your first enemy during outdoor sport. Anthelios is promoted in this area.
- Second step during the race you run through a foggy gate. We display grey smoke which simulates the everyday agressions caused by pollution You will realise why La Roche Posay is here to help you dealing with the side effects on your skin thanks to Toleriane.
- Have a fresh break with La Roche Posay and its authentic and almost magical thermal water. A spray of thermal water will help you run the last kilometres under the hot sun of summer. Take wet selfies with your team mates and share it.
- At the end of the race, as at the end of your day you want to have fun, to party hard ! Run throught festive glitter bombs and be the most colorful runner.
- Last step of the race : enjoy our crazy soap foam ! A lot of bubbles to help you get clean. Photographers will capture this unforgetable moment.Thansk to RFID, photos will be posted instantly
- And now the very end of the race : a big shower that will refresh you and and remove all the dirty things accumulted during the race.
- After the finishing line, we welcome you in the La Roche Posay village. A lot of gifts, services and activities are waiting for you. To enhance the village dynamism participants earn points. The more they share on social media the more they will accumulate points. At the end, these points will be rewarded with gifts. The activities will challenge them on their learnings on: Sun effects and how to protect yourself depending on your skin type The damage linked to make up and how to improve your make-up routine Pollution effects on the skin Lifestyle impact and advice Type of games Small very interactive games that create association with La Roche Posay expertise and efficiency Ex1: Don’t let the people on the beach have a sunburn! Cream them frequently if you do not want to loose. Ex2: Shoot toxic cosmetic ingredients (create association between LRP and safe ingredients). Those games will be available on Facebook from the very beginning. We want them to become addicted to these funny games (just like they are addicted to candy crush) and they will be rewarded for their commitment. At the end of the race, as at the end of your day you want to have fun, to party hard ! Run throught festive glitter bombs and be the most colorful runner. An area will gather : Dermatologists and pharmacists to diagnose, advice and answer your questions. A photo booth stand with special snapchat filters dedicated to the run A food and drink area There is a proximity between funny games linked to serious contents and real medical attention. It is aimed at attracting youngsters in this area thanks to gifts and rise their attention on their skin concerns.
- Run for your skin does not only concern the participants. BEFORE the race: Advertisement through social and mass media will raise awareness among young people Games will attract youngsters to the scientific content of La Roche Posay Data collected thanks to subscription will provide primary information to better understand this segment/target Growth of own media (followers, fans,…) thanks to participants that will become regular of our content. DURING the race: RFID bracelet allows La Roche Posay to post content on the participants social network (native advertising). It may help reach a large population on a very long term. The content is interesting enough (nice photos, interesting articles,...) so that participants will keep following and share. AFTER the race: The participants will create a committed community following all the latest own contents Substantial growth of the CRM database Article in the press (Buzzfeed about the live tweet in augmented reality) Buzz created each time the race takes place in a city of the world.
- To sum up, the aim of Run for your skin is to Incorporate La Roche Posay in the youngs’ very busy life Objectives : Raise awarness and brand preference by creating contents and social buzz Create legitimacy on social media by opening and feeding the dialogue with customers Educate the next customer generation on skin concerns ( create routines using multiple products that will increase the brand comitment and the product efficiency on skin) Create brand preference with loyal customer who have a very high life time value As a reuslt : a brand building on the segment and an increase of the demand generation. ENJOY YOUR LIFE, LA ROCHE POSAY TAKES CARE OF YOUR SKIN