Dove established its firming that is new shower skincare variety of items, employing Lexis to conduct a PR campaign. Whenever Lexis discovered that the campaign’s adverts utilized women that are real a variety of human anatomy forms, as opposed to expert models, it chose to make use of the advertisement as a news hook to come up with 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 conscious that no matter how striking the advertising had been, images alone wouldn’t be enough 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 advertising generally speaking and which celebrity part models they most admired. This unearthed 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 in regards to the advertising to lifestyle that is national.
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 offered the Saturday version of this instances exclusive use of pictures regarding the asianwifes.net best asian brides advertising. Continue reading