The Athenian Project_ Brandstorm 2016 Case
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Transcript of The Athenian Project_ Brandstorm 2016 Case
Let’s take a look…
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
Digitalization
CustomizationE commerce
Geolocation
Source : Resource Pack Brandstorm 2016
Industr
y Trends
Always & everywhere
More than 80% of people are using smartphones
swo TBrand Name
QualityCommitment Price
Online presence Millennials
Market growth
Digitalization
CompetitionConsumer Confusion
MILLENNIALS
34%MAKE UP
OF THE TOTAL WORLD POPULATION
Word of Mouth
VALUE70%
ALMOST
Supports a Cause
WOULD BE MORE WILLING TO MAKE A PURCHASEFROM A COMPANY IF THEIR PURCHASE
50%
Community
Content Creators &
Users
Tech savvy
Health Consciou
s
Social Media
They value experience and have a huge spending power
exercising moreeating 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 Wel
lnes
s
Sour
ce: R
esea
rch
to 1
00 p
eopl
e gl
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“What millennials think about La Roche-Posay”
3 out of 4 think that dermatologist’s opinion is very important
60% Know La Roche-Posay
as a brand
Brand Insights
QualityPharmaceutical
Safe & effective
Blue &White
65%
48%
35%
30%
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%
Let us introduce you to...
A new social media based on wellbeing and fitness.
The perks of a typical social media based on the fitness global trend.
Always online
Health oriented
Geolocation benefits
But how does #weact work?
Maya22 years old from Tokyo
• student• Traveler• Working out• Healthy diet
Rating system
FollowersPrizesGifts
User’s ProfilePhotosVideosStatus
Skin CheckerType of skinSun Sensitive
areasProposes products
#1
Shop your favorite La Roche-Posay product from your smartphone!
#2
Travelers & Geolocation
WeactHi Maya, you're in Sweden! Check which products you should use here for a healthier skin and where you can get them from!
#3
Your activities on weact!
#416/10/5
7.50
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
Ambassadors
75%
Of women are more influenced by vloggers & friends
56% Of men are more influenced by athletes & friends
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.
Weact ActivationPost Launch
February 5th
Launch
August 5th
Pre Launch
June 5th
Pre launching
#runforRio
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 54Path to win
Brooklyn Beckam on Snapchat
#runforRio
Andy Torres on Facebook
Genie Bouchard on Instagram
7.2 km
Pre-LaunchingOffline presence
Airport Virtual Reality Stand
RioParis
LondonNew York
Tokyo
Launching
Olympic Games
05/08/2016
Rio De JaneiroBrazil
The Biggest athletic event
Watch Olympic
Games live at #Weact
A drone selfie at the start ceremony
Updates and backstage
Athletes’ support
Live streaming
The first account on WeactOfficial Sponsor
AndroidiOS
Avai lable for
WeAct
Windows
Website Social MediaSEO & SEM
Digi
tal
stra
tegi
es
Email Marketing BloggingVlogging UX/ UI
Online News
La Roche-PosayWebsite
SOCIAL MEDIA PORTFOLIOThe WEACT’s digital presence on other social media platforms is a must.
Weact on Snapchat
Style Scrapbook
I apply La Roche-Posay’s thermal Spring
Water
…
…
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This new app by La Roche-Posay is really cool. Be sure to check it out!
#running #weAct #larocheposay
Andy TorresRafael Nadal
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
Post-Launching
22/2/2017
TODAY’S LIVE SESSION:
4:00 pm 20 Minutes
SESSION DETAILS
Maya Settings | Logout
: Live Dermatologist Sessions
#1
#2: Chatbots
Offline Actions
Weact on pharmacies
Campaign ObjectivesFor the first 6 months
1 million #weact hashtag
100 million users in Weact
Sales Increase for the LRP
Uplift in User Generated Content
16%-19%
Weact will put La Roche-Posay into Millennials’daily routine.
Thank you!