relevance is a micro moment

The Client. J&J
The Category. Beauty & Body Care
The Brand. Aveeno Body
The Market. North Asia 
 
When J&J launched Aveeno Body with Therapeutic credentails in North Asia with minimal budgets, it was a micro moments planning approach that helped unlock the growth potential and saw the brand achieve the sales target & equity measures  set. 
 
Leveraging Seasonality to Heighten Relevance. The strategy that centered on encouraging women to experience & socialize the Joys of Winter, unhindered, was based on the insight that eczema related skin problems intensify during winter, and thereby, prevent people from experiencing the simple joys of winter – watching movies indoors, exercising, enjoying ‘heaty’ foods, engaging in winter sports, enjoying winter fashion. 
 
The  communications ecosystem was thus built around the pillars of :
One, associating & partnering with all the Joys of Winter to drive relevance.
Two. socialising the Joys of Winter to drive advocacy. Leveraging partners, KOL’s and social to build experiential “Joys of Winter” pop up experiences. – an opportunity for sampling, product demos, content capture and live broadcast.
Three, triggering the switch. Building out custom target segments, designed specifically for switching consumers from competitors. Using weather as a key moment to activate 'Joys of Winter' with special offers and discounts referencing the day’s temperature to draw consumers to product benefit in their daily lives while ensuring alignment with E-commerce partners. 
 
By enabling the discovery of the brand during times that mattered the most and through education that helped them overcome their skin issues, the work helped quickly convert the awareness into consideration and met the sales. target set. A win made even sweeter as it was achieved on wafter thin budgets. A Joy of Winter, indeed .