Dove established its firming that is new shower skincare variety of services and products, employing Lexis to conduct a PR campaign. Whenever Lexis discovered that the campaign’s advertisements utilized women that are real a number of human body forms, in place of professional models, it made a decision to utilize the advertising as a news hook to build protection. Goals
To push product sales of Dove. To convey 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 mindful that no matter what striking the advertising ended up being, pictures alone wouldn’t be adequate to stir up news interest. They needed seriously to explain why Dove had taken this path.
The group commissioned research into ladies’ attitudes with their 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 offer in tales in regards to the advertising to nationwide life style news.
To make certain protection starred in a news socket that will set the week’s news agenda and encourage further protection in the press, Lexis provided the Saturday version for the instances exclusive usage of images associated with advertisement. 続きを読む