Campaigns: Healthcare - Celebrities boost Sudocrem's versatility

Campaign: Credit Crunch Beauty
Client: Forest Laboratories (Sudocrem)
PR team: Woolley Pau PR
Timescale: January-August 2009
Budget: £10,000

Woolley Pau PR was asked to help position Sudocrem as a health and beauty product, as well as a nappy rash cream.

Objectives

- To change the perception that Sudocrem is only for babies

- To communicate the benefits of Sudocrem to mums and introduce non-parents to the product.

Strategy and plan

A campaign was created around the hook of celebrities using Sudocrem as a credit-crunch beauty product. Twitter, Facebook and beauty blogs revealed a cult following of adult and celeb Sudocrem users including Amanda Holden and Cheryl Cole. The PR team created a budget press launch, with journalists sent a coffee and a press pack, and invited to come up with their own credit-crunch beauty tip. Consumer research was used to identify the cost of beauty and provide money-saving tips.

Measurement and evaluation

More than 100 articles were generated across digital and print media, including in the Daily Mail, Reveal, Heat, Grazia, Celebs on Sunday and News of the World, and online at mirror.co.uk. The product was hailed as ideal for treating spots and unsightly blemishes by the Mail, and dubbed the supermodel and beauty editor's SOS staple by Grazia.

Results

Sales of Sudocrem increased ten per cent and a new product, Sudocrem Skin Care Cream, was created.

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