Brand: Eucerin
Channel: Instagram and Facebook
Social Campaign Strategy/Copy/Creative Strategy

Business Problem: Eucerin is known primarily as a dermatologic brand talked about during the winter months. The brand wanted to increase conversation outside their typical peak moments and let consumers know that Eucerin is there for you all year long.

Strategy Overview: We pulled on the insight that more people share memories of their parents and moments from parenting more around Mother’s Day and Father’s Day, and that the strongest memories are associated with touch. Based on this insight, we leaned into moments that our audience of Gen X and Baby Boomers experience/have experienced like holding your child’s hand for the first time, teaching your child how to ride a bike, and walking your daughter down the aisle at their wedding. The resulting campaign Hand in Hand Moments, tied these specific memories back to the product while creating stronger emotional connections the brand.

Campaign KPIs:

• Post level engagement rate (Total Engagements/Reach)
• Generate awareness of Eucerin as a year-round product (Impressions and Reach)

Results: During the length of the campaign (two months) we saw 1.4M total impressions and a 270% increase in social engagement.