Dove established its brand new Firming bath and skincare array of items, employing Lexis to conduct a PR campaign. Whenever Lexis learned that the campaign’s adverts utilized women that are real a selection of body forms, in place of expert models, it chose to utilize the advertising being a news hook to come up with protection. Objectives
To operate a vehicle product sales of Dove. To share to people that Dove’s advertising is groundbreaking and it is good for ladies’s self-esteem.
Strategy and Plan
The group ended up being mindful that no matter what striking the advertising had been, pictures alone would not be sufficient to stir up news interest. They necessary to explain why Dove had taken this path.
The group commissioned research into ladies’ attitudes for their human body forms, beauty marketing generally speaking and which celebrity part models they most admired. This discovered that females felt intimidated and depressed by the prevalence of ‘stick-thin models’ in promotional initiatives, a finding the group utilized to market in tales concerning the advertising to lifestyle that is national.
To make sure coverage starred in a media socket that will set the week’s news agenda and encourage further protection in the press, Lexis offered the Saturday version of this days exclusive usage of pictures of this advertisement. In addition it arranged to allow them to interview the advertisement’s famous celebrity professional professional photographer, Rankin, therefore the models on their own. A further exclusive detailing the investigation on celebrity part models has also been provided to the night Standard.
Due to the fact group ended up being concerned television stations wouldn’t normally run the tale in the event that only product that they had ended up being the advertisement, they provided broadcast news with behind-the-scenes B-roll associated with advertising shoot itself.Read More