Dove established its firming that is new shower skincare array of services and products, employing Lexis to conduct a PR campaign. Whenever Lexis discovered that the campaign’s advertisements utilized genuine females with a number of human anatomy forms, as opposed to expert models, it chose to make use of the advertisement as a news hook to create protection. Goals
To push product product sales of Dove. To share to people who Dove’s advertising is groundbreaking and it is good for females’s self-esteem.
Strategy and Plan
The group ended up being conscious that no matter what striking the advertising had been, pictures alone wouldn’t be sufficient to stir up news interest. They had a need to explain why Dove had taken this path.
The group commissioned research into ladies’ attitudes with their human anatomy shapes, 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 offer in tales concerning the advertisement to lifestyle that is national.
To make sure coverage starred in a news socket that will set the week’s news agenda and encourage further protection in the press, Lexis offered the Saturday version of this instances exclusive usage of images associated with advertisement. (more…)