SKIN CARE BREAKTHROUGH
Client: Cosmetics
Company
Situation:
- Major skin care line launching alpha hydroxy acid product.
- Category highly competitive with new launches by most skin
care marketers.
- Current products perceived as “old, dull and boring”.
Objectives:
- To build consumer buy-in for product.
Strategy:
- To create excitement around the product launch.
- To position company as “scientific” and modern.
- To capture the imagination of the marketplace.
- To raise awareness that alpha hydroxy acids are commonly
occurring substances found in fruits and milk.
Execution:
- Media Spa Day and Seminar.
- Instore sampling and dermatologist mailings.
- Shelf brochure explaining product.
Results:
- Widespread media attendance at spa day seminar,
- Product featured in leading beauty publications and included
in major stories on Alpha Hydroxy Acids.
- Widespread awareness that glycolic acid utilized in product
the most effective of the AHA’s.
MARKET TRAILBLAZER
Client: A global packaged
goods leader
Situation:
- Company created unique in-store ad program to promote
line of laundry detergent.
- Program featured actors who performed for consumers in retail
settings.
Objective:
- Help double sales with PR program to capture media interest
and raise brand awareness.
Strategy:
- Took story to a higher level by coining term “performance
advertising.”
- Also positioned company as a marketing innovator.
- Used proactive media relations to create interest in marketing
concept.
- Tactics included website with performance video for media
access.
- Media launches held at Wal-Mart stores in Toronto and Montreal.
Results:
- What began as a ‘soft’ story surpassed client
expectations.
- Six-million media impressions attained.
- All coverage featured product and portrayed company as cutting-edge
marketer.
- Retailer awareness raised, prompting heightened shelf space.
STICKY AWARENESS CHALLENGE
Client: European consumer
products company
Situation:
- Company plans expansion of its popular U.S. brand into Canada.
- While brand includes spectrum of home/office products, flagship
line is coloured duct tape.
- Consumer awareness of brand in Canada virtually zero.
- Grassroots PR programs to raise brand visibility without
mass ad support.
Strategy:
- Fun, imaginative aspects of duct tape form core PR programs.
- Engage consumers at public events and capture media attention.
- Winnipeg duct tape ‘artist’ key media hook and
headliner at high profile events, including Canada Day.
- Co-op programs with art schools (such as Ontario College
of Art and Design) and major retailers.
- All programs highlighted versatility and ‘other use’
aspects of duct tape.
Results:
- Phenomenal media exposure of duct tape artist.
- Wide media coverage of specific events, such as a duct tape
fashion show at Ryerson University.
- Total media impressions in excess of 30-million.
- All coverage includes recognizable brand logo and product.
- Shelf space and product lines expanded at key retailers,
including Canadian Tire.
