social media - moving beyond the hype: sales growth from the 'bottom' up
DESCRIPTION
Hear the amazing story of how Mission Pharmacal, in conjunction with agency partner The DeBerry Group, used intelligent and focused social media strategies that recognized a mom's immediate needs and how the way she communicates in real time creates real sales results - like doubling sales for their diaper rash ointment across the country. Featuring guest speakers Elizabeth Anderson, Marketing Director and Social Media Strategist, The DeBerry Group and Allan Avery, Director of Consumer Products for Mission Pharmacal.TRANSCRIPT
Social Media:
Moving Beyond
The Hype
Dr. Smith’s Diaper Rash Ointment – From Regional to National Brand
Old Packaging New Packaging as of 2010
The Opportunity for Socially Driven Marketing Strategy
- Product with 50 years of proven success, and a dedicated following
- Budget Realities
- The core consumer “Millennial Moms”
Designing a Social Media Strategy
Crafting a Winning Campaign– The Brand Persona
Fast, gentle, effective blends of premium ingredients,
recommended by families like yours.
Premium IngredientsSafe, gentle, effective, fastPediatrician developed
OTC Premium Products to provide relief for “Not-so-Pretty” Skin Irritations.
Family brandProven successRecommended by others
Wart RemoverAdult Barrier SprayOther future products
Premium IngredientsSafe, gentle, effective, fastPediatrician developed
Premium Parent Brand Ambassador Erin Carroll, The Blue Eyed Bride
• Began blogging in 2007, before becoming a mom
• Strong network of readers
• 6,500 twitter followers 5,300 Facebook fans
• Genuine and highly personal storyteller
Crafting a Winning Campaign– Leveraging the Power of Influential Moms
Crafting a Winning Campaign– Social Integration Across Multiple Tactics
Premium IngredientsSafe, gentle, effective, fastPediatrician developed
OTC Skin Care Products for Uncomfortable Skin Issues.
Family brandProven successRecommended by others
Wart RemoverAdult Barrier SprayOther future products
Crafting a Winning Campaign– Social Integration Across Multiple Tactics
Marketing Campaign Highlights
Premium IngredientsSafe, gentle, effective, fastPediatrician developed
OTC Skin Care Products for Uncomfortable Skin Issues.
Family brandProven successRecommended by others
Wart RemoverAdult Barrier SprayOther future products
Measuring Success
Social Network Growth
Facebook: 41,000 + fans, up from 14,000 March 2013 Twitter: 2.300 + followers, up from 1,300 Mach 2013
#DrSmithsLaunch – 2.4 million unique users reached
What’s Next?