CASE STUDY: P&G - Glowing All Summer With Marie Claire
Provided by Time Inc. UK
IPC created Marie Claire's Summer Secrets to create a single campaign to drive sales of eight key P&G summer 'must have' product
What was the Challenge / Background of the Campaign?
P&G have a large range of summer beauty products which are all advertised separately but used by the same women at the same time. They realised that by grouping these together in a single campaign they could create a far greater share of voice and cross-over usage of their products in the crucial pre-holiday summer beauty routine. Eight P&G summer 'must have' products were identified for inclusion in the promotion, among them were Pantene, Clairol, Maxfactor, Gillette, Aussie and Olay.
What was the Campaign Objective?
Increase share of voice, build awareness and drive sales.
What was the Solution?
IPC created "Marie Claire's Summer Secrets" which reveals every product you need for the perfect top-to-toe summer look, as well as how to use them and how to incorporate them into your usual beauty routine. Each of P&G's eight key products would be part of the recommendation with the logo being recognisable across all platforms: magazine, online, retail (both instore and online). A 16-page booklet revealed Marie Claire's top-to-toe summer secret tips, taking key fashion and beauty catwalk trends and sharing the magazine's expert advice on how to get the look.
What were the Results?
P&G were delighted with the results and Geneva HQ are currently in discussions about syndication of the booklet's content across its eastern European markets. The promotion added value at retail adding out-of-sector awareness across key customers .The retail promotion, along with a covermount promotion led to an 80% sales uplift this issue. The interactive online content contributed to a 15% month-on-month uplift in unique users and a 8% uplift in page impressions on marieclaire.co.uk. The competition element generated 16,800 entries.
What were the Key Learnings of this Campaign?
Partnering with IPC meant P&G could: . Create one consumer relevant message across all touchpoints(PR, print, internet, TV) . Exploit holistic retailing through customised product offers in store as well as online (e.g. TescoDirect) and include retail message offer on TV tag ons . Break through cluttered display and visibility in store