EUCERIN

For this integrated marketing communications project, I developed a comprehensive campaign for Eucerin targeting the UAE market, where acne affects approximately 80% of teenagers. The "Love Your Skin with Eucerin" campaign (#MySkinMyPower) was designed to challenge unrealistic beauty standards and empower individuals with blemish-prone skin to embrace self-acceptance.

The campaign utilized a multi-channel PESO model approach, combining paid social media advertising across Instagram, TikTok, and YouTube with earned media through press outreach and influencer partnerships. Key tactics included an interactive digital billboard activation, a user-generated content challenge encouraging makeup-free selfies, and an experiential pop-up event on National Acne Positivity Day featuring dermatologist consultations and a "My Skin, My Story" photo booth.

I developed detailed buyer personas—Sofia, an 18-year-old college student, and Megan, a 22-year-old young professional—to ensure messaging resonated with Gen Z and millennial audiences seeking scientifically-backed skincare solutions. The campaign objectives targeted a 35% increase in platform engagement, 25% growth in brand mentions within acne positivity conversations, and positioning Eucerin as the market leader in blemish-prone skincare. This project strengthened my skills in audience research, campaign strategy, and integrating digital and traditional media channels.