This document outlines La Roche-Posay's (LRP) brandstorm strategy for 2015. The strategy involves running a photo contest on social media around the theme "Every skin is unique" to attract young people ages 15-25. Contestants will share photos of their summer holidays and the funniest photo wins a trip to Hawaii. To promote the contest, LRP will run pop-up stores, online advertisements, work with skin care bloggers, create a calendar of events, and develop a mobile application. The goal is to increase LRP's visibility, diversify sales channels, and raise skin cancer awareness among young people through an integrated marketing campaign on social media and other digital platforms.

1. BRANDSTORM 2015
Najlae Bouzanih - Roxane Grimart
Ruozhang Liu - Damaris Ramos Vuylsteke

2. PART 1 : THE MARKET
• THE BRAND
• WEAKNESSES
• THREATS
• STRENGTHS
• OPPORTUNITIES

3. Positioning :
Proven effectiveness,
clinically verified
Mission :
« Better life for
sensitive skin »
Image :
Recommended by
dermatologists
Values :
« Prevention - Protection -
Checking »
THE BRAND

4. WEAKNESSES
Communication
Sales points

5. THREATS
57%31%
6%
6%
L'Oréal
Pierre Fabre
Bioderma
Nuxe
Market share

6. STRENGHTS

7. OPPORTUNITIES
volution of e-commerce VS Physical commerce

8. HOW CAN WE MAKE THINGS BETTER FOR LRP ?

9. PART 2 : OUR STRATEGY
• OUR CAMPAIGN
• BUSINESS OBJECTIVES & STRATEGY
• TACTICS

10. « Every skin is unique »
Summer campaign
Sports
Friends
Holidays
Music
Social Networks
Fashion
Travels
Young People from 15 to 25
PartiesSchool
TV
Fun
Laughing
Love

11. Attract young people
Reach them through social networks
Increase visibility
Diversification of sales points
Skin cancer awareness
Give more information
BUSINESS OBJECTIVES
& STRATEGIES

12. AND EVERYTHING COMBINED TOGETHER…
HERE ARE THE TACTICS !
 A Contest
 Pop up stores
 Online advertisment & Media strategy
 Get bloggers involved
 Calendar
 Mobile application

13. AND EVERYTHING COMBINED TOGETHER…
HERE ARE THE TACTICS !
 A Contest
 Pop up stores
 Online advertisment & Media strategy
 Get bloggers involved
 Calendar
 Mobile application

14. OUR CONTEST!!
STEP 1
TAKE A PICTURE OF
YOU ALONE OR WITH
FRIENDS ON
SUMMER HOLIDAYS

15. OUR CONTEST!!
STEP 2 – Share it on facebook or instagram with
#EveryskinisuniqueLRPcontest

16. OUR CONTEST!!
STEP 3 – What do you WIN ??
The Funniest picture will
win a trip to HAWAII for two
!!
« 1 picture =1€ ! »
YOU WIN & YOU GIVE WHILE HAVING FUN !! WHO’S IN ??!!
In collaboration with

17. OUR HOMEPAGE

18. HOW TO CREATE A BUZZ ??
HOW TO MAKE PEOPLE AWARE OF THIS CONTEST ??
SO NOW YOU PROBABLY WONDER…
…
HERE IS THE SOLUTION !!!

19. AND EVERYTHING COMBINED TOGETHER…
HERE ARE THE TACTICS !
 A Contest
 Pop up stores
 Online advertisment & Media strategy
 Get bloggers involved
 Calendar
 Mobile application

21. POP UP STORES
Porte de Namur
Rue Neuve
Bourse – Antoine Dansaert
Shopping de Woluwé

22. AND EVERYTHING COMBINED TOGETHER…
HERE ARE THE TACTICS !
 A Contest
 Pop up stores
 Online advertisment & Media strategy
 Get bloggers involved
 Calendar
 Mobile application

24. MEDIA STRATEGY

25. MEDIA STRATEGY
TO WIN A
TRIP TO
HAWAII
Click here

26. AND EVERYTHING COMBINED TOGETHER…
HERE ARE THE TACTICS !
 A Contest
 Pop up stores
 Online advertisment & Media strategy
 Get bloggers involved
 Calendar
 Mobile application

27. BLOGGERS
Milkywaysblueyes
LufyMakesYouUp
They will talk about the
contest and also
participate !
In return, they get free
products from La
Roche Posay 

28. AND EVERYTHING COMBINED TOGETHER…
HERE ARE THE TACTICS !
 A Contest
 Pop up stores
 Online advertisment & Media strategy
 Get bloggers involved
 Calendar
 Mobile application

29. MAY JUNE JULY AUGUST
CALENDAR
Contest
From mid June to the end of August
Pop-up stores
Month of June and month of July
Online Advertisement
From May to mid August
Bloggers
Beginning of the contest  June

30. AND EVERYTHING COMBINED TOGETHER…
HERE ARE THE TACTICS !
 A Contest
 Pop up stores
 Online advertisment & Media strategy
 Get bloggers involved
 Calendar
 Mobile application

31. APPLICATION
« As a user, I would like to receive information every morning on how to solve
my skin problem of the day so I can get it fixed as soon as possible »

32. THE END
THANKS FOR LISTENING 