Patently Obvious by fdh56iuoui

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									Patently Obvious
                                    case study
Background:
In 2008, KMI Ltd (makers of the famous King of Shaves brand)
launched Patently Obvious, a new range of 100% natural,
environmentally friendly, personal and household cleansing
products. With a limited ATL spend, PR was the primary means of
getting the brand known among its target audience, in a highly
competitive marketplace.


Objectives:
• Support the trade selling-in process with coverage in
  marketing media.

• Build credibility and awareness among early adopters,
  influencers and “green” consumers.

• Generate national brand and product media coverage, reaching
  a primary audience of ABC1 females with an interest in
  eco-friendly products.

Activity:
Our first phase of activity was focused on making the marketing and
design media aware of the new product launch, in order to support
the process of selling Patently Obvious into the major retailers.
Focusing on the unique packaging design, as well as the product
story, helped us to deliver coverage in Marketing Week, Mad.co.uk,
The Grocer and Design Week, giving Patently Obvious instant
credibility in the industry. >




                                             www.threepipe.co.uk
Next, we spent time engaging with environmental and
“green product” blogs and online communities, providing
product information, free samples and the chance for
these key influencers to provide us with their feedback,
months before the product would hit the shops. By
adopting this inclusive approach, we were able to
generate positive reviews and coverage from a number
of influential online sources.

To further establish Patently Obvious’ brand credentials,
Threepipe also negotiated product sampling opportunities
at venues and events designed to reach the target
audience, including The Hospital Club, YO! Sushi
restaurants and Bathstore.com stores. A deal was also
struck to include samples and product information within
the VIP goody bags at the Cornbury music festival, getting
the product directly into the hands of media, artists, and
VIPs including David Cameron!

As the brand launched into the market, initially within
Boots stores, an intensive programme of consumer media
relations took place. Key media were targeted with desk
drops, putting the product right into their hands (complete
with media packs made from 100% recycled materials).
Competitions were also set up, partnering with the
exclusive Yu Spa brand.

To maintain coverage through the summer months, and to
reach the important parenting market, we commissioned
research into parent’s attitudes to hygiene at home and
at school, leading to tailored press releases for parenting
and regional media. We also targeted key calendar
events, positioning Patently Obvious Hand Sanitiser as the
ideal product to take to festivals, summer holidays and for
kids to take to school.

Results:
• Media coverage of Patently Obvious had a total
  potential reach of 8.7m, with coverage including The
  Grocer, Marketing, Marketing Week, Design Week,
  handbag.com, Girlie Gossip, Beauty & the Dirt,
  NewConsumer.com, The Independent, The Times, The
  Sun, Zest, Boots Health & Beauty, I’m Pregnant, More
  and Candis.

• With a media value of over £365,000, the campaign
  achieved an ROI of 12:1.

• Patently Obvious was successfully launched in Boots
  and is now listed in Sainsbury’s at a national level, with
  more product lines planned for 2009.




                                                               Enough about Patently Obvious,
                                                               can we talk about you?
www.threepipe.co.uk                                            • Call Jim Hawker or Eddie May: 020 7632 4800
                                                               • Email us: tellmemore@ threepipe.co.uk
                                                               • Meet us at our place in Covent Garden or
                                                                 wherever suits you.

								
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