Campaign Rediscover the Beauty of Nature
Client Timotei, Unilever
PR team Cairns & Associates
Timescale April to August 2005
To raise awareness of Timotei's new range and packaging. To promote brand loyalty and repeat purchase.
Strategy and Plan
Cairns & Associates commissioned a survey from Bristol-based PR and research agency 72 Point, which revealed Britons spend an average of only four years of their lives outdoors, despite the benefits to health of time spent in the open air.
This finding was used as the platform for Timotei's campaign urging families to go out and 'rediscover the beauty of nature'.
The team created an on-pack and online promotion, managed by agency Chemistry, which enabled children to enjoy a free day out with their families at more than 500 outdoor venues throughout the country, such as nature reserve Martin Mere, near Burscough, Lancashire.
Traditionally the biggest PR challenge for Timotei has been securing coverage outside the beauty pages. Cairns targeted women's weekly magazines and regional press, and recruited former popstar and celebrity gardener Kim Wilde to front the campaign and talk about the survey.
As well as conducting broadcast and print interviews to mark the campaign's launch at Martin Mere and at Birmingham Botanical Gardens, Wilde collaborated with Cairns to produce a press pack, with tips on how to make the most of your garden and the parks and venues featured in Timotei's promotion.
Measurement and Evaluation
To date, 175 pieces of editorial have been generated. The campaign appeared in 'priority' media – in women's magazines Best and Real and in The Express and Star (West Midlands) and the Manchester Evening News.
Coverage was also achieved in the beauty pages of the News of the World's Sunday magazine. Broadcast highlights included Radio 5 Live and ITN News. Wilde was also profiled in the Daily Mirror, Daily Express and Daily Mail.
Ninety-five per cent of the coverage associated Timotei with nature, while 65 per cent of coverage mentioned the campaign's name and/or the free outdoor venue promotion. All of the
coverage that featured the product used pictures of its new packaging.
Repeat purchases of Timotei products have since increased by three per cent and more than 21,000 people have visited the promotion's website.
Joani Walsh, editor of Superdrug's customer magazine Spirit, says: 'Timotei achieved real impact in the crowded shampoo market. It created a credible and tangible association between the brand and nature.
'It provided coverage opportunities beyond the beauty pages to other sections of the magazine, including health, features and listings.'
She adds: 'We included the Timotei story on our Home & Away page, because we felt that it was a great offer for our readers.'
Jen Walsh is account director on the health and beauty team at Halpern
Beauty brands are increasingly looking to drive coverage for their products onto the consumer pages in addition to the traditional health and beauty sections of the press.
It is not an easy task but this campaign cleverly linked the activity to the 'beauty of nature' messages to ensure the positioning was not lost.
Continuing the campaign through-the-line has ensured consistency in the campaign, and by encouraging all the family to undertake outdoor activities, the the product's 'for all ages' positioning was achieved.
The use of surveys and celebrities is a well-trodden path but the choice of Kim Wilde was a strong fit and secured coverage. However, I do believe that the heritage of the brand, and the richness of the campaign messages, would have been strong enough to generate successful feature-length results without the need for a spokesperson.
A major challenge for this campaign was building an association with natural ingredients when the product itself is not organic. However, the team has done a great job of bringing to life the 'nature' message. It took the shampoo out of its traditional and obvious domain of the bathroom and into its inspiration – the great outdoors.
Campaign Rediscover the Beauty of Nature