Eucerin Awarded For Social Media Initiative

The Eucerin “Skin First” campaign has won the min Integrated Marketing Award for the Best Social Media Initiative, which praised the promotional programs, social media campaigns and integrated digital media programs involved.

“The Eucerin brand has been built through recommendations from friends, family and professionals within the medical community, so the use of social media to connect and engage with consumers is a natural and vital part of the brand’s character,” said Catherine Lair, director of marketing, Derma brands for Beiersdorf Inc. “Social media enables a two-way dialogue both with our consumers and others within our community, which in turn deepens our relationships with them.”

Since its inception in April 2010, the Eucerin “Skin First” campaign has educated women about how skincare relates to person’s overall health. The program includes a robust social media presence – with over 488,000 “likes” on the Eucerin US Facebook page, nearly 10,000 Twitter followers on @EucerinUS and a digital word-of-mouth campaign with a network of beauty and health influencers and bloggers across the country.

The Skin First movement campaign also launched the Eucerin Skin First Council to bolster public dialogue about skin health and devise new ways to educate and empower consumers to treat skincare more like healthcare. The Council draws experts from a diverse cross section of professional fields including medicine, education and lifestyle to demonstrate the important role skin health plays in society. These advocates have joined together to raise awareness of the issue and commit to encouraging Americans to make the health of theirskin a top priority and take the Eucerin Skin First Pledge.To date, close to 500,000 people across the country have pledged to put the health of their skin first.

In 2011, the Council has evolved to include a cross-country movement aimed at creating a skin-savvy nation. In March, Eucerin kicked off a new year-long effort to create a skin-savvy nation through the SkinFIRST EXPRESS – an interactive mobile experience. Tour stops included some of the country’s most beloved cities and the experience allowed consumers to learn skin care tips, take the Eucerin Skin First Pledge on mobile iPad pledge stations and receive product samples as well as dermatological advice in select markets.

The min Integrated Marketing Awards are the industry’s leading awards celebrating the creative inter-relationships among media companies, marketers and advertising agencies. The awards celebrate the best of the best from this community, highlighting media companies that generate integrated marketing programs that translate into home runs for clients. This year’s awards celebrated the brands that manage not only their own messaging, but also seek out media partners who possess a profound connection with their audience.

More info:www.eucerinus.com