Client: Reckitt Benckiser
Project: Woolite “Find the Look Keep the Look” Media Event & Media Relations Campaign
- Move the needle in terms of awareness for Woolite’s brand positioning as a must-have detergent to take care of all clothes (i.e. “Keep the Look”), using Stacy London, host of TLC’s What Not to Wear, as media spokesperson.
- Educate consumers and the media on how to make fabric appropriate laundry choices and convey the message that Woolite is for all types of fabrics, “not just for undies.”
- Speak to style trendsetters and everyday consumers about the fashion and fabric care benefits of Woolite to help generate word of mouth marketing (WOM).
- Creating a fresh message and media and blogger outreach strategy for a product with a long-standing heritage, history and brand equity in fabric care.
- Differentiating Woolite’s Find the Look Keep the Look campaign from other Fabric care products’ PR and marketing campaigns.
- Creating an interactive, fun and engaging marketing collateral piece to educate top tier fashion editors about the benefits of Woolite.
- Coordinating a photo shoot in 10 regional markets for a Look Book with fashion boutique owners while maintaining consistency of photography styles.
- Leveraged Woolite’s partnership with fashion expert Stacy London, host of TLC’s What Not to Wear, as the spokesperson to launch the Find the Look Keep the Look campaign.
- Created a messaging strategy that showcased London’s fashion expertise through tips on how to “Find the Look,” and Woolite’s laundry care tips on how to “Keep the Look.”
- Designed and launched the Woolite Look Book, a print resource guide on fashion and laundry care, to inform editors and fashionistas about Woolite’s fashion benefits.
- The Look Book became an educational resource for editors and consumers online to help them find the look and keep the look longer, and offered a snapshot of fashion trendsetters from city to city.
- Hand selected a Style Star team of 10 fashion boutique owners from around the country to serve as regional brand ambassadors and feature their style trends in the Look Book.
- Coordinated regional photo shoots to capture boutique owners demonstrating their own unique styles.
- Boutique owners were featured in the Look Book and became Woolite ambassadors who helped communicate the messaging regionally to their customers in 10 markets.
- Created an online version of the Look Book for consumers to use as a resource.
- Launched the creative microsite FindtheLookKeeptheLook.com to extend the reach of the Look Book and developed a consumer contest for one contestant to win a makeover in NYC with spokesperson Stacy London.
- Conducted Woolite’s America’s Dirty Laundry Secret Survey to find compelling fashion and laundry care statistics to strengthen the media relations campaign and enhance Look Book content.
- Planned and hosted an editor media event in New York with Stacy London and the Woolite Style Stars for 35 of the nation’s most prestigious long-lead editors.
- Garnered online, print impressions, exceeding the total program goal during the first week of the media relations program, including 60 million media impressions in the first week.
- Earned national coverage for Find the Look Keep the Look in the Wall Street Journal, featuring the Look Book as an online fashion and fabric care resource and positioning the brand as a leader in its category – the story highlighted the emerging trends in laundry care and fashion, citing laundry detergents as the new must-have style accessory.
- Drove consumers to FindtheLookKeeptheLook.com to enter a sweepstakes and sign up for makeovers.
- Placed story in USA Today’s “Snapshots” section, highlighting laundry and fashion statistics from our research in the Woolite’s America’s Dirty Laundry Secrets Survey.
- Secured online coverage on Glamour.com, TeenVogue.com, People.com, fashionweekdaily.com, AOLstyle.com and Shape.com as part of the media relations campaign.
- Contributed to overall growth in yearly sales for the brand.
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