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How Old Is Your Skin campaign for Kiehl's
Strategic Planner and Project Planner
For the course Interdisciplinary Communication Project
July - September 2022
Responsibilities
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Strategized 2 creative concepts for pitching, the campaign framework, tactics, media plan, and social content calendar for a 9-week campaign while adhering closely to the insight, the brief, and market trends.
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Liaised with the client by effectively communicating the team’s suggestions and adjusting to the clients’ concerns.
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Oversaw 3 members and guaranteed that every members’ tasks are completed on time and up to the shared standards.
Achievement
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Earned 2 Distinctions (75/100; 75/100) and 1 High Distinction (80/100).
Project summary
Problem
Being introduced to the skincare & beauty market in 2021, Kiehl’s Micro-Dose Retinol is still facing the problem of low consumer awareness and lack of advocacy leading to its rank decrease in the Retinol category.
Insight
Retinol beginners are reluctant in choosing to incorporate retinol because they are worried that the side effects would prevent them from socializing face-to-face. They do not know which product will bring a result worthy of the hardship.
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They are worried that it would not be worth it.
Solution
By raising the question "How old is your skin?", Kiehl's will soothe the retinol beginners' concerns over side effects by rewarding with a youthful skin naturally without side effects. This will satisfy the efforts they have put in using retinol.
Pitch deck
Our team proposed 3 creative concepts to Kiehl's in the initial pitch, in which concept 3 was chosen for further development.