Pert 3-in-1 Launch Case Study
Client: Innovative Brands
Campaign: Launch new Pert Plus 3-in-1 Moisturizing and Refreshing
formulas
Overview: Innovative Brands had launched the first 3-in-1 product
in 2009 as part of their men's line. To further expand their
multi-purpose line, Pert Plus added a moisturizing formula for the
whole family and a refreshing formula to the existing men's line.
In an effort to gain long-lead media coverage in glossy magazines,
TLC developed and distributed specialty press kits to gain
attention for the new products and followed with a targeted mailing
to short-lead daily outlets closer to the launch date of the
product in local stores.
Objectives:
- Broaden appeal to decision buyers with products for the whole
family
- Generate interest and growth of the overall Pert Plus product
line
Strategies:
- Introduce Pert Plus 3-in-1 to the general public though ongoing
media relations
- Develop and leverage key consumer events to introduce new
product
- Develop contests to drive product trial and giveaways
Implementation:
- Researched and pitched targeted reporters, editors locally and
nationally (ie: consumer men and women magazines, fitness and
syndicates)
- More than 400 media contacts were targeted (top targets
received specialty press kit w/ product samples; all targets
received press materials & photos)
- 250 media outlets received specialty press kits -- media
responded positively to campaign theme and new products which
helped PR team secure coverage
Results:
- Earned Media Value: more than $2 million
- Earned Media Audience: more than 38 million
- Coverage: MSN, Cosmopolitan, Real Simple, Good Housekeeping,
Cinncinnati Enquirer, Progessive Grocer, Women's Wear
Daily, Drug Store News