Consumer: Perceptions changed on direct selling

The trade body for the direct selling industry - the Direct Selling Association (DSA) - hired CubanEight to help modernise people's perceptions of direct selling in the UK.

Direct Selling Association: Modernising perceptions
Direct Selling Association: Modernising perceptions

Campaign: Challenging perceptions of direct selling
Client: Direct Selling Association
PR team: CubanEight
Timescale: June 2011-June 2012
Budget: £36,000

 

Objectives

  • To raise the profile and reputation of the DSA and its website
  •  To modernise perceptions of direct selling in the UK
  •  To support DSA member recruitment and retention.

Strategy and plan

The campaign's key message was to clarify what modern direct selling is and combat any incorrect or outdated understandings. Using the DSA's own industry data, a range of stories were developed, including the number of over-50s getting involved in direct selling. This was tied into the wider news agenda regarding people wanting to continue working beyond retirement.

In addition, a PR group was set up, led by the DSA to ensure comms tips, strategies and information were shared.

Measurement and evaluation

The campaign resulted in more than 100 pieces of media coverage including in The Daily Telegraph, The Sun and Financial Times, and on BBC Breakfast.

Results

During the campaign there was a 92 per cent increase in web traffic to the DSA site, while eight new members joined the association.

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