The Felicity team was asked to drive consumer awareness and purchase of the re-branded Spectro Dry Skin Therapy product line. The goal was to gain national reach during Eczema Awareness Month, in order to distinguish Spectro from other brands within this highly competitive category.
What we did:
In the absence of true new product news, Felicity built a bigger story for the campaign based around the question: Which winter ailment bothers Canadians most: colds or itchy, dry skin?
The team engaged media from coast-to-coast in telling why more Canadians are bothered by itchy, dry skin, and what they could do about it. “Dry Skin Survival Kits” helped them alleviate their itch for great content, and a partnership was struck with Canada’s most popular parenting magazine, Today’s Parent.
The campaign surpassed its pre-set goals of print, broadcast and online media impressions by 75%, garnering a reach close to 9 million. The program was featured in key outlets including: Today’s Parent, Glow, Fashion Magazine and Best Health. The results also exceed social media expectations and gained 25,000+ hits.