Healthcare PR - Original Astral
Objectives:
- Encourage trial of a well known, brand of skin care cream.
- Drive renewed media interest in brand to broader/national audience.
- Publicise birthday celebrations
Strategy:
- Use research to drive branded column inches.
- Put into place skincare GP experts and consumer case studies as brand ambassadors to drive education
- Use print magazine media, on-line and national press exclusives as education voice to public.
- Put into place magazine and direct to consumer brand trial initiatives.
Results
- Resulting coverage achieved a total readership: 53m, with total equivalent ad spend £500,000 – 15x’s budget spend
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