L'Oréal Cell BioPrint MAPS Campaign

This is a class concept deck built for L'Oréal Cell BioPrint in Interactive Marketing at SDSU, taught by Isa Grimes (Chief Marketing Officer at Endpoint Clinical). The team had no prior knowledge of the product. We researched it from scratch and built the full campaign concept in Canva over one to two weeks.

The deck covers positioning, target market segmentation, three persona profiles, and touchpoints by funnel stage: ads, landing pages, website triggers, email, and retention. One funnel runs across all three personas, with tactics adjusted by audience and stage.

• Persona funnels: touchpoints by funnel stage for Margaret (consumer), Madison (medspa), and Ida (influencer).
• Target market: psychographics, blockers, demographics, and platform focus by segment.
• Objectives: awareness, conversions, and loyalty targets for the concept.

Think of it as a persona-led campaign system that connects awareness creative to website triggers, email, and retention.

Cell BioPrint is a product most people have never heard of. The team had never heard of it either before this assignment. The campaign challenge was earning trust and driving action across three audiences, each with different reasons to hesitate.

• Medspa (Madison): wants differentiation and added revenue, blocked by cost, staff training, and workflow fit.
• Influencer (Ida): wants credible, buzz-worthy content and fair affiliate opportunities, blocked by gimmick risk and time.
• Consumer (Margaret): wants simple, personalized results and giftable value, blocked by price and complexity, needs step-by-step support.
• Shared approach: step-by-step visuals, testimonials, and light offers to reduce friction.

1. Promise and positioning

What the product does and who it is for, in plain language. Positioned as a 5-minute skin analysis with AI-driven regimen recommendations. No medical claims.

2. Target market

Segments, blockers, demographics, and platform choices by audience.

3. Persona journeys

Margaret, Madison, and Ida with touchpoints, pain points, alleviation, triggers, and stage goals.

4. Website triggers and conversion

‘Add to Cart’ pop-up and ‘Shop Now’ video page concepts.

5. Retention system

Bundles, subscribe-and-save, refill offers, ‘30% off refill’ review incentive, in-app recommendations, post-purchase emails, and app onboarding.

Awareness + Interest

• Awareness creative concepts, including display ads and social posts
• Landing pages and one-pagers to build interest

Conversion + Triggers

• Website triggers, including ‘Add to Cart’ pop-up and email signup trigger concepts
• Email flows: abandoned-cart, post-purchase, post-delivery, and influencer email concepts

Retention

• Retention mechanics: bundles, subscribe-and-save, refill offers, ‘30% off refill’ review incentive, in-app recommendations, and app onboarding

• Deck conclusion: One funnel runs across three personas. Ads and press build awareness. Landing pages build interest. Tactics shift by audience and stage, but the structure stays the same.
• Shared strategy: step-by-step visuals, testimonials, and light offers reduce friction across segments.

What I took from this: I contributed to a team that built a persona-led campaign from positioning to retention. Marketing is never as simple as getting people to like your product. The real job is knowing who to reach, how to reach them, and what to say at every stage. It's like the chemistry of something. It takes so many things to go right to get the reaction you need.