Campaign Portfolio Madelyn hough

Overview of The Ordinary

The Ordinary is an affordable skincare brand that provides simple and functional skincare for everyone. Tretinoin is the newest addition to the brand's retinol line. Tretinoin is a very strong retinoid that previously was only available by prescription. The Ordinary has changed the skincare industry by patenting an over-the-counter version of Tretinoin so that anyone can have access to great skincare. Tretinoin works to combat acne, sun damage, fine lines, and skin diseases (Mircomedex, 2023).

The campaign employs a series of signature stories featuring customer and founder stories as well as brand and offering stories as well. The production of this game-changing subcategory also serves the higher purpose of making healthcare more accessible to all.

Audience Profile

Demographics: Ages 24 to 64 years old, low-income to middle class
Psychographics: health-oriented, those who prioritize functionality, take pride in appearance, confident, curious to try new things, value skin health
Geographic Information: Residents of the United States & Canada

Campaign Objective & Timeline

The campaign objective is to create buzz and excitement about the new Tretinoin product becoming a part of the Ordinary's product line as well as it becoming accessible without prescription.

Timeline: Campaign promotions should start 6 weeks prior to product launch and should continue for 3 months after product release to the public.

Digital Press Release: Release 6 weeks prior to product launch.

Blog Post: Publish within 3 days of product launch.

Social Media Posts & Longform Video: Post throughout the campaign timeline.

Digital Press Release

The digital press release highlights the groundbreaking news that over-the-counter Tretinoin has been FDA-approved for retail. This employs the offering signature story as Tretinoin was not available to the general public beforehand (Aaker, 2018).

**After receiving instructor feedback, I reformatted the press release to increase readability as well as create more of an offering story rather than just facts about the product.

Blog Post

The Ordinary's blog serves as a channel to share brand stories (Aaker, 2018). This blog post specifically focuses on the brand story of 'how to' build skincare regimens. This blog is important to customers' understanding of the game-changing product and helps create a need for it (Aaker, 2020).

click down below to view the entire blog

Skincare Regimen: Tretinoin

After receiving instructor feedback, I rebranded the blog from a product information sheet to a brand story about building skincare regimens

Social Media Posts

The posts offer two different branded signature stories. The first video is a continuation of the brand offering story (Aaker, 2018). The video is promoting Tretinoin hitting the skincare market for the first time.

The next post is a customer story shared by an influencer (Aaker, 2018). She is sharing her nightly routine with the Ordinary's products, specifically trying out Tretinoin.

Caption: "Experience the extraordinary."

After receiving instructor feedback I added captions to my posts.

Longform Video

The longform video is a continuation of the higher purpose offering that the Ordinary and Tretinoin are bringing to society (Aaker, 2018). The significance of this product is that it is a step in the right direction to make healthcare more accessible to all. Many Americans do not have the means to see doctors regularly or even have medical insurance. Tretinoin being offered over the counter is making adequate skincare more attainable.

Reflection and Takeaways

Digital storytelling is essential to building campaigns and game-changing subcategories. One of the most difficult parts of this process is narrowing in on what kind of signature stories are the most effective for your brand as well as establishing the heroes of the stories.

The Ordinary values functionality and transparency so it is easy to communicate brand values with facts (2023). Initially, I had difficulty intertwining facts into the stories. After receiving instructor feedback on the blog post, I had a better understanding of how to utilize factual information effectively within a story.

One of the most important aspects of this project was to create a game-changing subcategory promoted by signature stories that were new and exciting while also staying loyal to brand values and personality.

Citations

Aaker, David. Creating Signature Stories : Strategic Messaging That Persuades, Energizes and Inspires, Morgan James Publishing, 2018. ProQuest Ebook Central,

http://ebookcentral.proquest.com/lib/uncw/detail.action?docID=6448758.

Aaker, David. Owning Game-Changing Subcategories : Uncommon Growth in the Digital Age, Morgan James Publishing, 2020. ProQuest Ebook Central, https://ebookcentral.proquest.com/lib/uncw/detail.action?docID=6448465.

Blight, C. (2023, August 24). The ordinary CEO on facilitating educated skincare choices. The CEO Magazine. https://www.theceomagazine.com/business/health-wellbeing/the-ordinary-nicola-kilner/

Coates, H. (2020, September 28). Anything but ordinary: The budget skincare brand that punches way a676bove its weight. British Vogue. https://www.vogue.co.uk/beauty/article/the-ordinary-skincare-interview

Micromedex, M. (2023, February 1). Tretinoin (topical route) precautions. Mayo Clinic. https://www.mayoclinic.org/drugs-supplements/tretinoin-topical-route/precautions/drg-20066521?p=1#:~:text=Tretinoin%20is%20used%20to%20treat,damaging%20rays%20of%20the%20sun.

Similarweb identity. SimilarWeb Identity. (2023, September). https://pro.similarweb.com/#/digitalsuite/websiteanalysis/audience-geography/*/999/2023.07-2023.09?key=theordinary.com&webSource=Total