The Eucerin Skin First campaign has won the min Integrated Marketing Award for the Best Social Media Initiative, which praised the promotional programs, social media campaigns and integrated digital media programs involved.
“The Eucerin brand [a skin care line from Beiersdorf, Inc.] has been built through recommendations from friends, family and professionals within the medical community, so the use of social media to connect and engage with consumers is a natural and vital part of the brand’s character,” said Catherine Lair, director of marketing, derma brands for Beiersdorf Inc. “Social media enables a two-way dialogue both with our consumers and others within our community, which in turn deepens our relationships with them.”
The award also recognized the campaign’s partners New Media Strategies and Meredith 360. "We're all about building companies, cultures and industries via positive word of mouth," said Pete Snyder, founder and CEO of New Media Strategies. "Eucerin is a brand built on those types of conversations and buzz. New buzz coming from our peers in the marketing industry makes us even prouder of the brand and our work."
Throughout the Eucerin Skin First campaign, the EucerinUS Facebook page grew from 76 likes to more than 100,000 and the volume of online conversation about the brand increased exponentially. The program included: a custom Facebook tab including a Skin First pledge and linked to additional presences on Twitter and YouTube; execution of a digital word-of-mouth campaign with a network of beauty and health influencers and bloggers; and a series of quick-tip custom videos filmed at the More Reinvention Convention by Meredith Video Solutions.
"Social media is an integral part of the Eucerin brand," said Magnus Jonsson, VP of marketing, Beiersdorf Inc. "Engaging consumers in this type of two-way dialogue and allowing them to connect with each other furthers our commitment to and relationship with our consumers.”
The Skin First movement campaign also launched the Eucerin Skin First Council to bolster public dialogue about skin health and devise new ways to educate and empower consumers to treat skin care more like health care. In 2011, the council evolved to include a cross-country movement aimed at creating a skin-savvy nation. In March, Eucerin kicked off a new year-long effort to create a skin-savvy nation through the SkinFIRST Express, an interactive mobile experience.