Rule the Routine
Amplifying CeraVe’s Success
CONNEXIONS
CONSULTING
Bridging the gap between business & people
Sasha
Grace
Anto
The Skincare Routine
Grow brand awareness for CeraVe, particularly their moisturizer, across a range of potential customers.
Goals
Experiential
For awareness
3 Ceramides, 3 Pillars
The Strategy
Considering
Digital
Engagement & awareness
Placements
Accessibility & conversion
Skinformation
Analysis
What we know:
What our consumers value:
What to emphasize:
What we represent:
Competitors
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
High Market Share
Low Market Share
Diverse Consumer base
Narrow Consumer Base
CeraVe
Cetaphil
Eucerin
Aveeno
Competitors
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
| | | | | | | |
High Market Share
Low Market Share
Diverse Consumer base
Narrow Consumer Base
Cera Ve
Cetaphil
Eucerin
Aveeno
KEY TAKEAWAY
Our Audience
Mitch
Life stage: Young professional
Age: 25-30
Sasha
Life stage: University student
Age: 20-25
Our Audience
Shared characteristics
Sasha
Life stage: University student
Age: 20-25
Mitch
Life stage: Young professional
Age: 25-30
25%
Increase in CeraVe mentions across social medias
Increase in sales volume
Of event samples distributed per event
Skincare Success
20%
75%
Back to Basics with CeraVe
Hydration Station
Basics with Bill
Placement Power
Experiential tents at Canadian events.
Digital pillar featuring paid ad campaign, influencers, and UCG.
Placement in Goodlife gyms and Dollar Shave Club.
Back to Basics with CeraVe
Hydration Stations by CeraVe
Tents at outdoor events to rehydrate with both electrolyte drinks and samples of moisturizer.
Educational info, interactive quizzes, reps inside.
What
Awareness and an opportunity to try the product.
Attracts key demographic at events where they may need hydration.
Spreads education about ceramides and benefits of Cerave.
Why
Where?
Festivals across Canada (Bluesfest, Oshega, etc)
CeraVes (Veld, Escapade, etc)
Sporting events (Panda)
Parades (Pride)
Basics with Bill
What
Why
Bill’s Talking points
Go back to basics
Don’t fall for gimmicks/trends
Sustainability
3 essential ceramides
Dermatologist approved
Getting Unready with CeraVe
Paid
Owned
Earned
Placement Power
What
Why
What
Why
With Dollar Shave Club
At Goodlife Gyms
The Application Process
| | Q1 | Q2 | Q3 | Q4 |
Hydration Station | Find and partner with events | | | | |
Have the activations | | | | | |
Evaluate results | | | | | |
Basics with Bill | UCG Campaign with Influencers | | | | |
Produce content with Bill | | | | | |
Share and evaluate content | | | | | |
Placement Power | Start partnerships | | | | |
Distribute products | | | | | |
Evaluate success with QR Codes & Goodlife rep | | | | |
Running the Numbers
Total: 2 Million (flexible)
Basics with Bill – 40%
Hydration Station – 30%
Placement Power – 25%
Contingency – 5%
Sustainable Skincare
Environmental
Economic
Placement Power
Social
Basics with Bill
Hydration Station
Possible Blemishes
Risk
Probability
Impact
Mitigation
Demographic is too targeted / focused
Men are a largely untapped group. Targeting is not just for couples – nostalgia appeals to all youth.
Dupes appear in the market / go viral.
The educational aspect is to emphasize our quality and ingredients that can’t be easily duplicated.
Push the hashtag through influencers and frequent posting.
Lack of UCG posts.
25%
Increase in CeraVe mentions across social medias
Increase in sales volume
Of event samples distributed per event
Skincare Success
20%
75%
The Final Skincare Routine
Grow brand awareness for CeraVe, particularly their moisturizer, across a range of potential customers.
Goals
Hydration Station
Experiential
Back to Basics with CeraVe
Considering
Basics with
Bill
Digital
Placement Power
Partnerships