relayto ocean

OCEAN POTION EXISTS IN SOCIAL TO SOCIAL INTERACT AND SHARE MILLENNIAL PLATFORM WOMEN’S GREATEST PASSION, THE BEACH

CONVERSATIONAL SMART RELEVANT TONE ENLIGHTENING TIMELY RESPONSIBLE FUNNY ENGAGING

t OUR USE OF EMOTION, SWEET BEACH-ISMS & AGE SPOT APPROPRIATENESS TO CREATE A CONNECTION WITH OUR FANS

t HOW WE THINK We think of social brands like people’s personalities and keeping fan attention starts by being multidimensional, by talking about topics, using visuals and words that get people to notice.

t WE WILL NOT FORGETTING WHO WE ARE AND WE WILL BE CREATIVELY RELEVANT IN WORDS & VISUALS

Ocean Potion Social Strategy Goals • Use social media as a critical platform to increase consumer involvement and engagement with the Ocean Potion brand • Amplify brand activation to a larger national audience Strategies • Create engaging, on-brand content distributed across a platforms regularly used by the target market • Use two-way dialog with consumers to answer questions and gather intelligence about consumer experiences with the brand.

The Ocean Potion consumer is looking for more than a basic sunscreen product. She seeks a product that engages both her senses and her imagination, to deliver an uplifting experience whenever she uses it. Product performance is expected and assumed, so she does not spend excess time verifying it. Instead, she focuses on brand imagery, sensory attributes of products, such as fragrance and skin feel, and a brand story that inspires her.

In the case of Ocean Potion, it is the beach, ocean, and the Florida beach lifestyle that is the foundation for her escapist fantasy. Whether she is a student, working in an office, or a young mom with a family, she is always planning her next getaway. She loves images and quotes that evoke her favorite days at the beach.

The foundation of Ocean Potion’s social content should be an appeal to the senses, evoking the beach environment that inspires her, and the lifestyle that surrounds it. The sensory and escapist content should be underpinned by gentle reminders of ingredients and functional benefits, in order to be credible. But content should not be weighed down by too many details or scientific explanations.

Ocean Potion Social Content Pillars Escapism Living your best life Fun with girlfriends ...to appeal to the girl stuck at ...showing off the best parts of ...for the group of girlfriends who the office who dreams of a beach life tag each other in memes and are day at the beach trying to plan a beach get-together 20% 20% 20%

Ocean Potion Social Content Pillars 2 Product Shots User generated content Relaxation/simplicity ...to feature details of the ...to show off the best content ...for the girl who just needs a products and show off created by Ocean Potion day off, listening to the sounds of ingredients and benefits users. the waves 10% 10% 20%

Ocean Potion Social Media Calendar Q1 Q2 Q3 Q4 / Q1 17 Ongoing Pre-Launch Launch/Invitation Amplification Engagement - Revamp Feeds - Inspiration…Getting - Scenes of Inspiration and - Occasionally promote excited for beach/summer enjoyment of beach and product messages - Update “About” - Product benefits, summer - Focus on year round Sections ingredients - Product benefits, warm areas (Florida, - Update graphics with - Get into the content ingredients Hawaii, islands) and new pack shots pillars and show off the - Beach lifestyle escapist getaways - Initial product posts lifestyle associated with suggestions… recipes, Ocean Potion beach activities, clothing, - Beach lifestyle – what accessories you’ll need for summer Frequency: Frequency: Frequency: Frequency: 4x per week on Instagram 4x per week on Instagram 4x per week on Instagram 4x per week on Instagram 2x per week on Facebook 2x per week on Facebook 2x per week on Facebook 2x per week on Facebook

Roles of social channels Instagram Facebook Primary Social Channel Photos Florida/tropical beaches Cool beach accessories/gear Text, Promo details Summer cocktails and drinks Beach fashion Links to on-brand articles Best sunsets Relaxation imagery Inquiries & responses