EPC Sunscreen "Run More, Burn Less"

EPC, which offers a suite of personal sun care products, wanted to specifically target outdoor runners with a spring and summer campaign. Three different segments were identified, with tailored messaging for each and genuine value for all. Rather than drive them directly to a product page, we drove them to a product selector tool, which recommended a specific product based upon their regional weather, skin tone and number of hours outdoors.

The Fun Runner

These individuals aren't dedicated runners or gym-goers. They might sign up for a Couch to 5K or a Beer 5-Miler and decide it's time to get outside.

The Dedicated Athlete

While they enjoy running in the sun, snow isn't going to keep them off the road. They're heavily invested in measuring and improving their performance.

The Fitness Follower

For them, staying in shape is the goal. Running is a means to an end, a way to help maintain a desired physique.