Case Study: Dermazone Solutions Press Campaign
LAUNCHPAD CHALLENGE: Get major media coverage A boutique beauty products company, getting mainstream media coverage from beauty magazines—without the ability to swag-bomb editors with lavish gifts, trips and sweeoina samples major beauty brand budgets have—was a challenge.
ROCKET-FUELED SOLUTION: Carly the Dancing Hamster
Decked out in her purple suit and pearls, carrying a briefcase and cellphone and singing “She works hard for the money”, Carly the Dancing Hamster landed on the desks of a very targeted list of beauty editors. Carly introduced the Demazone SkinperativeTM Skin Quiz, an online interactive algorithm that helps users determine their best skincare regime based on their responses. So, while creative and amusing—with our editor follow-ups starting out “So, did you get Carly the dancing hamster’?” and invariably ensuring a laugh and a few minutes of time with our targeted editors—we supported the campaign with the make-technology-easy-to-understand, intelligent, high-value strategy we always deliver for our clients.
THE IMPACT: Major media value Coverage in Allure, Self Prevention, Plenty Marie Claire Cost of campaign: —$6500 Media audit: • Median price of 1/B-page ad in major beauty magazines: 836,225 • Editorial value: 2.5 times space value in article (range 1/2 -1/8 page) • Value per article: $90,563
Total campaign value: 5452,812
THE PAYLOAD: What’s on board! • Skinperative TM Interactive Quiz, development, web implementation & brand
Concepting, sourcing and development of Carly mailer, “Carly’s Song” insert, detailed press release
Development of new brand imagery for website, press release data sheets
Execution of press outreach to maximize impact and create new relationships with media for long-term value