Dove established its brand new Firming bath and skincare selection of services and products, employing Lexis to conduct a PR campaign. Whenever Lexis found out that the campaign’s adverts utilized genuine females with a selection of human anatomy forms, rather than expert models, it chose to utilize the advertising as being a news hook to build protection. Objectives
To operate a vehicle sales of Dove. To mention to people who Dove’s advertising is groundbreaking and it is good for females’s self-esteem.
Strategy and Plan
The team ended up being conscious that no matter what striking the ad had been, pictures alone would not be adequate to stir up news interest. They had a need to explain why Dove had taken this path. asian wife
The group commissioned research into ladies’ attitudes for their human anatomy forms, beauty marketing generally speaking and which celebrity part models they most admired. This unearthed 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 nationwide life style news.
To make certain protection starred in a news socket that will set the week’s news agenda and motivate coverage that is further the press, Lexis provided the Saturday version of this circumstances exclusive use of pictures regarding the advertisement. It arranged in order for them to interview the advertising’s famous celebrity professional photographer, Rankin, therefore the models on their own. An additional exclusive detailing the study on celebrity part models has also been provided to the night Standard.
Since the team had been TV that is concerned will never run the storyline in the event that only product they’d had been the advertising, they provided broadcast news with behind-the-scenes B-roll associated with advertisement shoot it self. This further emphasised the ‘real life behind the glamour’ element. Read More