Dubai Lynx

Johnson Vita Rich Cocoa Butter and Sayidaty

SAYIDATY, Dubai / JOHNSON & JOHNSON / 2018

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Overview

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Credits

Overview

Background

Sayidaty.net & Johnson's collaborated to create a fully integrated marketing campaign to promote the latest body lotion, “Vita Rich Cocoa Butter”.

Johnson's wanted to promote a daily care product by conceptualizing a personalized 360 marketing experience, & to be presented to Sayidaty’s audience by promoting the emotions of the body lotion’s experience & concept, rather than its functionality.

The main notion of the campaign was to “Embrace the Power of Gentle”; targeted at women in the region suffering from problematic skin, due to harsh weather conditions. The new Vita Rich Cocoa Butter offered these Women the intense nourishment their skin needed.

Objectives :

- form a unique relationship witSayidaty’s readers using a personal approach & relatable story angle to ultimately drive sales of the body lotion.

-To raise awareness of the new product launch resulting in purchases from available stores.

-To generate direct online sales opportunities through e-commerce services.

Execution

The following was the execution plan :

1. printed magazine coverage for the product in Sayidaty that is generates 190,000 copies weekly.

2. Native and Interactive content on Sayidaty.net that is visited by more than 7M users monthly,

3. Social media promoting plan on Sayidaty’s well known social media accounts with 13M likes on FB Page, 1M followers on Instagram and 345K followers on twitter.

4. Collaborating with Influencers for TV commercials and social media videos. TV Commercial that was aired on Significant TV Channels such as MBC, Rotana, Dubai, Abu Dhabi, Zee and Alrai TV.

5. Instore activations with a “recommended by Sayidaty” sticker on each bottle of the product.

6. Offering ecommerce services, where the products were placed in a customized section for J&J products to be sold with a free delivery service and a user friendly experience.

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