CASE STUDY:Veet positions itself as a beauty brand to women
Provided by Bauer Media
Veet switch from pan-European TV campaign to Bauer's multi-platform solution to reach women 15-30 year olds
What was the Challenge / Background of the Campaign?
To turn Veet into an accessible beauty brand in the eyes of 15-30 year old women while removing the issue of seasonality. Plus, leverage Veet's partnership with the new Sex and the City movie. Through some excellent visuals and concepts, leveraging the power of Bauer brands, along with a strong pitch we got the client to switch from a 100% pan-European TV campaign to our multi-platform solution.
What was the Campaign Objective?
To build awareness of the Veet brand and position itself as a beauty brand among women, aged 15-30
What was the Solution?
The entire campaign was based on celebrity and glamour with the chance for our audiences to win great prizes including a Sex and the City experience in New York. The campaign was made up of an ad funded TV programme called 'Veet Entertainment' featuring celebrity news running on The Hits, Kiss TV and The Box, an ad funded celebrity based radio show on Heat Radio called 'Celebrity Spin' with a different celebrity hosting each week, glamorous magazine shoots in New York based on iconic moments from Sex and the City and sponsorship of Neev, the only female presenter on Kiss FM
What were the Results?
The campaign was a complete success and delivered on all levels. After the campaign. 82% of people would consider Veet to be a beauty brand 14% higher than pre-campaign. 64% now believe that Veet is a 'brand for me' a rise of 17%. Those surveyed were 10% more likely to choose the brand and 74% cited Veet as a brand they can 'trust'. Spontaneous awareness of Veet grew 68%, an increase of 17% and 84% agreed the brand was 'modern and up to date'.
What were the Key Learnings of this Campaign?
"Reckitts are an incredibly traditional advertiser who spend virtually all of their budget on TV. This campaign was an enormous leap of faith for all involved at the client and OMD. The fact the initial concept was so strong, the work looked fantastic and was project managed brilliantly was all good, but now we have seen the research we know for a fact that it was a huge success. We have extremely happy clients who now believe not only in the power of creative cross media campaigns, but also in the team at Bauer. " Cate Murden, Associate Director, OMD Fuse.