social media - moving beyond the hype: sales growth from the 'bottom' up

Social Media:

Moving Beyond

The Hype

Dr. Smith’s Diaper Rash Ointment – From Regional to National Brand

Old Packaging New Packaging as of 2010

The Opportunity for Socially Driven Marketing Strategy

- Product with 50 years of proven success, and a dedicated following

- Budget Realities

- The core consumer “Millennial Moms”

Designing a Social Media Strategy

Crafting a Winning Campaign– The Brand Persona

Fast, gentle, effective blends of premium ingredients,

recommended by families like yours.

Premium IngredientsSafe, gentle, effective, fastPediatrician developed

OTC Premium Products to provide relief for “Not-so-Pretty” Skin Irritations.

 Family brandProven successRecommended by others

Wart RemoverAdult Barrier SprayOther future products

Premium IngredientsSafe, gentle, effective, fastPediatrician developed

Premium Parent Brand Ambassador Erin Carroll, The Blue Eyed Bride

• Began blogging in 2007, before becoming a mom

• Strong network of readers

• 6,500 twitter followers 5,300 Facebook fans

• Genuine and highly personal storyteller

Crafting a Winning Campaign– Leveraging the Power of Influential Moms

Crafting a Winning Campaign– Social Integration Across Multiple Tactics

Premium IngredientsSafe, gentle, effective, fastPediatrician developed

OTC Skin Care Products for Uncomfortable Skin Issues.

 Family brandProven successRecommended by others

Wart RemoverAdult Barrier SprayOther future products

Crafting a Winning Campaign– Social Integration Across Multiple Tactics

Marketing Campaign Highlights

Premium IngredientsSafe, gentle, effective, fastPediatrician developed

OTC Skin Care Products for Uncomfortable Skin Issues.

 Family brandProven successRecommended by others

Wart RemoverAdult Barrier SprayOther future products

Measuring Success

Social Network Growth

Facebook: 41,000 + fans, up from 14,000 March 2013 Twitter: 2.300 + followers, up from 1,300 Mach 2013

#DrSmithsLaunch – 2.4 million unique users reached

What’s Next?