Campaigns: Consumer - Radox turns selfishness into a virtue

Campaign: Radox Be Selfish
Client: Radox Sara Lee
PR team: Slice PR
Timescale: August-November 2009
Budget: £150,000

Radox wanted to target women with young children. Research found the most precious commodity to these women was time to themselves.

Objectives

- To make Radox start to own the concept of 'selfishness'

- To turn 'selfishness' into a positive platform

- To drive sales of Radox

Strategy and plan

The PR team used research to come up with the idea of Vesuvius Syndrome - what happens if women do not take time for themselves. Slice used psychologist Jenni Trent Hughes to talk about the findings. Novelist Kathy Lette was commissioned to produce a waterproof 'novella' about a woman who suffered from Vesuvius Syndrome. A website was set up allowing women to order the free book.

Measurement and evaluation

In total 90 pieces of coverage appeared in publications such as the Daily Star, The Sun, The Daily Telegraph, The Daily Express, The Scotsman, Bella, Hello, Woman, More, Prima Baby and Celebs on Sunday. Coverage also appeared online and on broadcast outlets.

Results

In total 25,000 women ordered the book. Radox's share of the washing and bathing market has increased from 12.8 per cent to 14 per cent, overtaking Imperial Leather to gain the number one slot.

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