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Skin Food 90 Year Celebration Creative Brief – Microsite Page Campaign Background/Overview: Since 1926 Skin Food has been and continues to be Weleda’s best-selling product. Used and loved by many, this multi-use cream is a staple for makeup artists, moms, tattoo lovers, and athletes. Although Skin Food is Weleda’s best-selling product the brand still struggles to find its mark in the natural category resulting in low brand awareness. The goal is to, ‘activate nature’s wisdom’, Weleda sees an opportunity to make Skin Food’s 90th birthday celebration a perfect segway way for the brand to strengthen its connection with current fans and attract new consumers. Objective: The primary objective is to create a content driven landing page that will support all of the digital and in-store marketing initiatives for a yearlong Skin Food campaign. Secondary Objective: Since this landing page will be content only we will want to drive consumers to [login to view URL] at select times throughout the year to purchase the product. Target Audiences: EMMA: Meet Emma, she is 32 years old, married, has a child, manages a life work balance and aims to live a healthy, natural lifestyle. She shops at Whole Foods Market and other health food stores but also loves the convenience of shopping on Amazon. She’s an information seeker and is well aware of the ‘slow beauty’ movement and understands that Weleda creates the highest quality products for their consumers. Untapped consumers we want to target: Because Skin Food is such a product must-have, aside from Emma, it has attracted an array of consumers, serving a very distinct purpose and need. Popular in the beauty blogger and makeup artist atmosphere, Skin Food has been named a cult beauty product and has the potential to reach a larger millennial audience. What do we want our target audience to feel then do? With a growing rise in the eco-friendly and organic beauty movement Weleda sees an opportunity to turn spectators and information seekers of the product into lovers. The goal is to make consumers excited about celebrating Skin Food’s 90th birthday. We want to give them a platform to voice their love for the product and become a brand advocate. For our untapped target consumer we want them to feel encouraged, motivated and receptive to all of buzz around the product to drive them to make a purchase and join the movement. Target consumers:  EMMA (Female, early 30’s, married with a child)  Information seeker  Healthy, natural lifestyle  LOHAS consumer  Current Weleda lover(s)  Makeup artists  Beauty b(v)loggers Untapped targets:  Males  Male/females into sports/athletic activities  Tattoo industry  Millennials (females, natural beauty seekers, wanderlust goers) Goals:  Build a deeper connection with existing consumers to increase engagement  Introduce Skin Food to new consumers  Raise brand awareness  Grow our Instagram audience and engagement with Skin Food hashtag  Capitalize on user-generated content to create real brand ambassadors/advocates Calls-to-action: To fore fill our goals and objectives, the purpose of the landing page will be to maintain a continuous celebration with on-going content to support all of the digital marketing activations that will be promoted throughout the year on the landing page. Marketing Activations:  Instagram Contest – Fans wish Skin Food a Happy Birthday using a hashtag - Landing page will display a live Instagram ‘fan stream’ to drive consumers to use hashtag  Skin Food Cap Contest – 90 winners will find the golden cap in-stores and win a year supply of Skin Food - Landing page will display an interactive, scrolling map of the United States showing the 90 winners of the contest  Makeup Artist Partnership - Landing page will feature a modular of content and videos of the sponsored makeup artist  Philanthropic Partnership – Glamour Gals - Landing page will feature another modular promoting the Glamour Gals partnership with on-going content and video Current situation: Weleda is an international company in over 50 countries. Weleda’s International Marketing team developed a new digital solution to align the look and feel of the brand across all countries with the implementation of IMOP. IMOP is a project developed to revamp the Weleda digital space with new responsive, global website (CMS and Ecommerce) platforms: HIPPO and Konokart. Weleda North America is currently running on an Icinity CMS platform with no responsive or dynamic functionality. Weleda will be converting to the HIPPO CMS/Konakart Ecommerce/Sage CRM platforms at the beginning of August 2016. New landing page design: Due to the new CMS integration in August 2016 for Weleda North America, the new Skin Food landing page will follow the look and feel of the International Marketing design. It is also very important the landing page has the ability to integrate well into the HIPPO CMS platform so the landing page can continue to live as part of the Weleda site when the IMOP project begins. IMOP DESIGN REQUIREMENTS: ex. [login to view URL]  Weleda approved header/footer  Weleda Sans Font Landing Page Requirements:  Responsive  Dynamic (to have ability to change content)  UGC Aggregation (Instagram Integration i.e. Twine Social)  Social sharing buttons on content and footer of landing page  Interactive Map (i.e. Google Maps integration)  HTML sliders (using Jquery)  Multiple widgets  Smooth animation within widgets  Call to action text widgets  Photo galleries (i.e. panorama views, scrolling galleries)  HTML 5  Continuous scrolling  Pin to Top Button  Contact Form (basic form for consumers to contact our customer service team)  Google Analytics Integration  SEO friendly  Email integration (i.e. mail chimp) NOTE: The design of the page has not been determined yet New landing page URL: TBD  [login to view URL]  [login to view URL]  [login to view URL]  [login to view URL] Hashtag: TBD  #celebrateskinfood  #skinfood90years  #loveskinfood  #loveyourskinfood  #useskinfood  #onetube10uses  #skinfood10uses  #feedyourskin Timing:  GO LIVE JANUARY 1, 2016  Most of the content will not be ready for launch, the most important piece to launch is the UGC (Instagram Plug-In) all of the content will come later as the year progresses.