Dove established its firming that is new shower skincare selection of items, employing Lexis to conduct a PR campaign. Whenever Lexis discovered that the campaign’s advertisements used genuine ladies with a selection of human body forms, as opposed to expert models, it chose to make use of the advertisement as being a news hook to come up with protection. Goals
To operate a vehicle product sales of Dove. To mention to people that Dove’s advertising is groundbreaking and it is positive for ladies’s self-esteem.
Strategy and Plan
The group had been conscious that no matter how striking the advertising ended up being, 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 for their human anatomy forms, beauty marketing generally and which celebrity part models they most admired. This discovered that women 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 advertising to lifestyle that is national.
To make sure protection starred in a news socket that could set the week’s news agenda and encourage coverage that is further the press, Lexis gave the Saturday version associated with the instances exclusive use of pictures associated with advertisement. Continue reading