Company: Reckitt Benckiser (Woolite)
Agency Mix: Schneider Associates, Euro RSCG Worldwide, MPG, Eastwest Marketing Group
In-house team: Laurie Labesque, marketing director; JP Gonzalez, brand manager; Samir Chaudhary, assistant brand manager
Lead agency: Schneider Associates
Campaign: Find the Look, Keep the Look
The integrated marketing campaign “Find the Look, Keep the Look” is designed to promote fabric care to fashionistas with the support of style guru Stacy London, the co-host of TLC's What Not to Wear.
“Historically, we have [relied] more heavily on advertising, and in the case of Woolite, the... campaign has [enabled us to] test the PR waters,” says JP Gonzalez, brand manager at Woolite.
Boston-based Schneider Associates (SA) launched the campaign in March 2009, building on the brand's previous work with London, which included on-air ads.
In addition to media outreach, SA created a hard copy “look book” of fabric care and fashion tips, a long-lead editor event, and a campaign Web site that includes a makeover contest, which asks consumers to submit photos of contenders sporting fashion mistakes. The firm also recruited the “Style Star” team of boutique owners in 10 markets, serving as local “mouthpieces” online and off, according to Julie Hall, EVP and partner at SA.
Collaborative efforts between SA and the brand's marketing partners began in late 2008. For the push, the company's ad agency Euro RSCG Worldwide created TV spots, while media buying/strategy agency MPG assisted with value tie-ins so the ads aired during London's program. Also, Eastwest Marketing Group created free-standing inserts.
“We took a very integrated approach, and we had our other agencies tie in... to what Schneider had created,” Gonzalez says.
SA is currently developing a social network for the boutique owners and their online follow-ers, Hall adds.
While results are still coming in, more than 200 consumers have submitted fashion faux pas images to the site, and Web traffic for the Woolite brand has increased 250% since this time last year, according to SA.
“We're still in the first part of this program... [but] I am seeing the value in PR,” Gonzalez says. “It has been a useful tool that I would foresee continuing to use.”