As the leading dermatologist-preferred skin care brand, Eucerin’s mission is to deliver expert knowledge to consumers’ fingertips whenever possible. We saw a unique opportunity to infuse Eucerin into organic consumer conversations surrounding Memorial Day Weekend 2013 by capitalizing on the National Council on Skin Cancer Prevention’s annual “Don’t Fry Day" event held on the Friday before the weekend kicks off. Leveraging the conversation surrounding this existing event, we developed Eucerin’s #NoFryFriday, a day-long Twitter party dedicated to educating and encouraging followers to practice safe sun exposure over the holiday weekend. With 35 million Americans projected to hit the road this past Memorial Day weekend, we knew we had to get ahead of the traffic and remind consumers to protect themselves from dangerous sun damage. Because Memorial Day weekend is typically the first major outdoor weekend of the year, many people tend to get sunburns as they don’t remember to wear sun protection. To combat this increasingly dangerous phenomenon and reiterate the importance of preventative sun care, we planned the #NoFryFriday Twitter party to take place during peak “tanning" (or as we call it, “skin burning") hours, from 10am to 4pm*. In developing the editorial structure for #NoFryFriday, we utilized the Eucerin Skin First Network influencers (a dedicated network of bloggers who regularly promote Eucerin’s products and mission) to host hour-long themed sessions to facilitate consumer discussions surrounding a variety of sun-related topics: Prevention (what to do before you head outside); Parenting (how to keep your kids safe in the sun); Fashion (sun-smart styles); Beauty (summer skin care tips); Health (which foods help to hydrate your skin); and Entertainment (ways to enjoy the summer without visiting the beach). To promote the event and generate awareness among key consumers, we pushed promotional messaging and custom creative to Eucerin’s robust Facebook community (more than 1MM fans) and Twitter presence on the days leading up to #NoFryFriday. Additionally, we activated our Skin First Network who invited their readers via their blogs and social channels to join the conversation and share their own sun and skin tips. To encourage consumer participation in the event, we incorporated multiple giveaway opportunities throughout the Twitter party, giving consumers the opportunity to take home “Memorial Day weekend preparedness" prizes such as hats, water bottles, Sunglass Hut gift cards and Eucerin products. During the daylong event, we monitored all discussion surrounding #NoFryFriday in order to engage with participants and optimize discussion themes in real-time. Eucerin's community managers also led the conversation by initiating themed discussions led by the Skin First network members and prompting giveaway opportunities via skin and sun trivia facts that were mentioned during the #NoFryFriday event. By the conclusion of the #NoFryFriday Twitter party, we facilitated a total of 5,520 tweets utilizing the program’s hashtag, generating a total of nearly 1,000 tweets per hour - and organically secured #NoFryFriday as a nationally trending topic. Aside from the numbers, and most importantly, we were able to put Eucerin at the forefront of an educational and entertaining discussion surrounding skin care and sun damage prevention on a national level, generating heaps of positive responses from participants already looking forward to next year’s #NoFryFriday. *Source: FDA.gov
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