Best Pharmaceuticals Social Media Campaign

The Cetaphil brand's Facebook platform has been primarily used to promote products, highlight publicity as an engagement mechanism (conversation starter), and connect to fans by opening up two-way communication. The results were quite good, garnering over 200% (to goal) growth in the second year alone. Additionally, the increased use of the page as a customer-service channel has given consumers more control over how they would like to communicate. In an effort to engage fans more publically (and thus expressing the brand belief that the consumer is central to all brand efforts), the Cetpahil brand manager and agency created a campaign to "give thanks" for our most valuable asset: Our fans. In November 2012, the Cetaphil brand's Facebook page went on a "blackout" of all brand publicity and pledged to only focus on our consumers. Every work-day the Cetaphil brand's Facebook page highlighted a different fan and shared why the Cetaphil brand "gave thanks" for him/her. The campaign culminated in highlighting our "SuperFan" Melony who was selected because of her always-helpful nature and frequent willingness to answer questions and give advice to others. In return, Melony won a trip complete with a concert, make-over, new wardrobe, and photo-shoot. Her enthusiasm is contagious and the Cetaphil brand hopes that this type of recognition will encourage other fans to stay engaged with the page. Who knows? They might be selected as 2013's SuperFan! Engagement during the campaign was at a page all-time high, including garnering over 20MM impressions, while viral reach doubled.

Contributors:

Brand Manager:	Tyler Steele
Strategic Marketing Manager:	Traci Gonzales
Group Account Director:	Julie Levine
Account Director:	Paige Baraban
Creative Director:	Elizabeth Rooney
Social Media Director:	Maria Fagliasso
Social Media Supervisor:	Jordan Deatherage
Social Media Manager:	Kyle Clawson

INTOUCH SOLUTIONS

Location: USA

About the Agency:

Founded in 1999, Intouch Solutions Inc. employs 700 individuals and is a privately held marketing agency headquartered in the Kansas City area with offices in Chicago, New York, London and Mumbai. Specializing in solutions for the pharmaceutical and healthcare industries, Intouch is redefining what marketing means to these industries. Contact Intouch at getintouch@intouchsol.com or visit them on the Web at www.intouchsol.com.