Fuel PR knows how to handle taboos. The key is to normalise them.
Example: Excessive Sweating. Client: Odaban.
Objective:
Promote Odaban as best protection available for excessive sweating
Strategy:
• ‘Normalise’ the issue: explain why excessive sweating is a widespread problem, often suffered in uncomfortable, embarrassed silence, sometimes diagnosed as medical condition hyperhidrosis
• Bring Odaban brand to life through real-life case study examples – share their personal stories, demonstrate how Odaban has transformed their lives
• Target specific population and patient groups, reflecting case study examples, position Odaban as the ‘go to’ product to combat excessive sweating
Activities:
• Created bank of stand-out communications i.e. topical flyers, news alerts, case study profiles, press releases
• Gifted media and influencers/celebrities possibly at risk from excessive sweating (TV presenters, chefs, comedians) with Odaban and supporting materials
• Set up competitions for people to win a month’s supply of Odaban and to share their story/become case studies
• National survey on sweating in the UK – 17 different cities across all regions, tailored press releases, case study support where available, national release
Results (so far):
• 8 case studies
• 22 pieces of coverage on the case studies
• Print circulation: 1,456,666
• Online circulation: 230,768,867
• 47 pieces of coverage on the brand
• Circulation: 274,424,733
• 15 pieces of coverage on the issue of hyperhidrosis
• Circulation: 318,860,435
• 1 piece of coverage from patient groups
• Circulation: 9,000
• 3 pieces of coverage from the trade media
• Circulation: 39,977
• Total pieces of coverage: 86
• Total circulation: 825,657,178
For more information please contact Gillian Waddell (Gillian@fuelrefuel.com) or Alex Douch (Alex@fuelrefuel.com) at Fuel PR.