CommunicationsPlanMurad–November,2017

Purpose:

ThisstrategiccommunicationsplanisdesignedtosupportthegoalsandobjectivesofMurad,theleadingclinicalskincarebrand,partofUnilever'sprestigePersonalCarebusiness.Theplanwillserveasaframeworkformanagingandcoordinatingthecompany’sexternalcommunication.

CommunicationenhancesandprotectsMurad’sreputation,advancesandstrengthensitsbrandandreinforcesMurad’simportancetokeystakeholders,includingcustomersandconsumers;investors;suppliers;andtheBoard.Anintegratedapproach,inwhichcommunicationsaretiedtoinstitutionalprioritiesandprograms,willhelpMuradadvanceitspositionwithkeyaudiencesanddrivebroaderawarenessandsupportforthebrand.

Objectives:

• ElevateawarenessofMuradastheleadingclinicalskincarebrand.• Useinsight-drivencommunicationstrategiestogrowthebrandandbusiness.• Inspirethebrandwiththoughtleadershipandbestpractice.• Optimizeandenhancecommunicationstrategies,measurementand

optimizationbyworkingcloselywithallUnileverPrestigemarketingteams.• Createcross-brandcommunityofexpertiseandbestpracticesharingto

acceleratefasteradoptionacrossthePrestigebrands.

Audiences:

Internal:

• MuradandUnileveremployees• UnileverBoardofDirectors

External:

• ExistingMuradcustomers• Potentialcustomers• Socialmediainfluencers• Retailanddigitalvendors/partners

CommunicationVehicles:

• Website• Socialmedia(Instagram,Facebook,Twitter,Snapchat,YouTube)• E-blasts• Directresponsetelevision(DRTV)• Pressmaterials(newsreleases,factsheets)• Keymessages,talkingpoints

CommunicationStrategy/Tactics:

Strategy:

Aclearlydefined,consistentlycommunicatedbrandhelpsbuildtheconnectionandtrustneededtoconnectconsumerstoMurad’sbrandandretailefforts.Itmakesthevisionandpromiseclear,creatingalignmentbetweenMuradandthevisionanddesiresofstakeholders.Itaddsvalue,coherenceandmeaningtoMurad’sofferingbyincreasingawarenessofthebrand,Murad’sproducts,Dr.Murad’smessageofInternalSkincare,itsimpactandwhypeopleshouldcare.

Tactics:

• Developkeymessagesthatcanbeusedforwritingavarietyofcommunicationmaterials(eblasts,advertising,blogposts,socialmediaposts,etc)thathighlightMurad’suniqueappeal.

• EnsureallMuradcommunicationsandmarketingmaterialsreflectuniformlanguagetoconveyconsistencyandincreasebrandretention.

• InternalMuradcreativeandapprovalprocessesshouldbestreamlinedtoensureacontinuumofmessage–i.e.,asocialmediacampaignmustreflectthesamemessagesandpromotions,aswellaslookandfeel,aseblasts,advertisements,blogposts,etc.

SocialMediaStrategyMurad–November,2017

KeyObjectives:

• EnsureMuradisproperlyrepresentedwithrelevantcontentinthesocialmediasphereastrendsevolve.

• Driveawarenessandassistedsalesofnewproductlaunches,bestsellersandtop-searchedSKUs.

• LeverageInstagram,FacebookandPinterestauthoritytoensureMuradbrandiswellrepresentedwithinfluencersandauthorizedretailers.

• PlaceMuradattheforefrontofcompetingbrandsbyengagingwithpeopleintoday’sconnectedworld.

WhatWeKnow:

• Consumerjourneysstart,continueandendwithasearch.

• Prestigeskincareisahighconsiderationcategory.

• 70%ofskincarebuyersdon’tknowwhichbrandthey’llbuywhentheystarttheirresearch.

• 69%ofskincaresearcheshappenonmobile.

• Searchesforconcerns/solutionsfarsurpasssearchesforBrands.

• Winninginsearchmeanstakingaconsumer-ledholisticapproach.Tellconsumerswhattheywanttohear,versuswhatwewanttosay.

Socialmediaisapowerfulandproventoolforraisingawarenessforbrands.Muradcanleverageitsprincipalsocialmediaplatforms(Instagram,Facebook,Pinterest)tohelptellitsstory,engagewithinfluencersandgetresults.

Inadditiontospecificsocialmediacampaigns(i.e.FriendsandFamilysales,holidaypromotions,etc),MuradshouldhighlightpositivestoriesaboutDr.Murad’sphilosophiesofConnectedLiving,NourishingYourSkin,EatingYourWaterandtheEyesUpcampaign,whichencouragesinterpersonalconnectionanddisconnectingfromdevices.ThesestoriesshouldevokeanemotionalresponsetoconnectconsumerstoMurad’sInternalSkincareandregimenapproach.

Tactics:

• Providetimely,relevantpromotions:ToencourageexistingMuradconsumers,provideincentives,includingBeautyRewardsandAutoShipsubscriptionsavailableonlytosocialmediafollowersandeblastrecipients.

• Socialmediaengagement:InfluencerscanbegreatconduitsforMurad’smessages,productlaunchesandpromotions.WhentheBrandneedshelpspreadingtheword(i.e.,theannualFriendsandFamily20%offsale),samplemessagesshouldbeprovidedtoinfluencersthattheycanactivateontheirownsocialmedianetworks.

• Provideinfluencerswithproductsamples,messagingandvideoclipsforuseintheirownInstagram/Facebookvideos.

• Getsocial:HostaspecialgatheringofinfluencersinordertointroduceupcomingproductlauncheswheretheycanmeetDr.Murad.

SocialMediaCalendar

November2017

Theme Timing ShoppableProductsBestOilfortheFace(WhatIsAnAlphabetOil?/VitaminsA-F)

WeekofOct30 Multi-VitaminInfusionOil

Productspotlight:Invisiblur/Howtoprepyourskinfordatenight(Tipsforthenightbefore,themorningof,andrightbeforeapplyingyourmakeup)

WeekofNov6 Invisiblur

HowtoGetRidofAcne WeekofNov13 ClarifyingCleanser;ClarifyingToner;AcneClarifyingSolution

5skin-savingduos WeekofNov20 M.com10%offduospromoWhatisRetinol? WeekofNov27 RetinolYouthRenewal

Regimen