11/8/2017

DERMOPURE Campaign launched

Eucerin Pure Skin Coach App
Campaign kick-off in Germany

Acne is the most common finding at the dermatologist’s office and the audience is young. Thus, the field of acne offers great potential for Eucerin. Online users are intensively searching for information on Google & YouTube. 60% of searches on YouTube regarding face care are acne-related and show a high need for personal coaching. As a result a detailed content hub, one comprehensive app and multiple engaging media assets have been developed in close collaboration with dermatologists. With this, the brand has just kicked off a global digital campaign for DERMOPURE – the new product range that relieves acne-prone skin.

Starting with several cross-functional workshops between Marketing, Digital and Medical Management to create a detailed picture of the different personas, the project team identified digital as the best way to reach the target group of young acne sufferers. The focus was set on digital behavior to generate strong digital insights for the campaign. The long-term campaign will be rolled out in several countries. The first country, Germany, went live on www.challenge-akne.de.

Interactive app in support of combating acne

The PURE SKIN COACH is an interactive app that was designed together with a dermatologist in order to offer users helpful skin care knowledge. As part of the global DERMOPURE digital campaign it supports concerned users in establishing the right routines to combat acne. This need is based on an important patients’ insight that the team gathered right in the beginning: "I know it is about a good routine, but it’s so hard to establish".

Eucerin Pure Skin Coach header
These activations are a prime example of successful cross-functional teamwork. Comprehensive knowledge and expert insights are more important than ever. We as a brand want to be a helping hand for patients concerned about acne and accompany our users on this difficult journey by giving them a holistic overview of the disease. With the campaign we reach our consumers right where the information is sought.
Alexander Schneider, Manager Digital Acceleration Eucerin & Hansaplast