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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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