Project background

Olay scented revitalizing bath lotion is a bath lotion product of Olay, a famous skin care brand of Procter & Gamble. Olay brand has always represented women's beautiful appearance and harmonious psychology. In 2000, the appearance of Olay Revitalizing Body Wash brought fresh and rich colors to the brand image of Olay.

In July, 2000, Olay Fragrant Revitalizing Bath Milk was listed in China, which immediately aroused the interest and concern of the media and consumers for this brand-new bathing concept. For a time, "dream bath" including body bath and soul bath has become a new pursuit of women, and smooth and moist skin and natural harmony have become the highest realm of this pursuit. According to relevant media monitoring reports, the coverage rate of Olay Fragrant Revitalizing Bath Milk in July, August, September and 65438+February far exceeded that of other brands, becoming the leader of this category of products.

Changing seasons in spring and summer is usually the best business opportunity for all kinds of bath brands to compete and win wide recognition from consumers. 200 1 spring and summer, a product competition seen in the media and market seems to have sparked at the beginning of brewing. Therefore, as a public relations consultant of Olay brand, Edelman (China) International Public Relations Co., Ltd. works closely with Olay brand and its advertising agency to set off a new bath craze nationwide, so that Olay fragrance revitalizing bath lotion can stand out and stand out again when a hundred flowers bloom.

Project investigation

According to the preliminary investigation of bathing, bathing has become a leisure activity in coastal areas, especially in Shanghai, and public baths are very popular with the public. Therefore, in the early stage of planning, the promotion of bath leisure fashion once became a strategic focus, and Olay is of course a fashion pioneer in advocating bath leisure.

However, with the deepening of the investigation, we found that people in different regions have completely different understanding of public bathing places. In the south, public bathing places are considered as a service only in places with cold weather in the north; In some places in the north, public bathing places are regarded as either low-grade bathhouses or places providing pornographic services. At the same time, there are regional differences in consumers' cognition of bath milk products. According to the survey that Olay brand covers many levels of consumers, we have the following performances:

(1) Most northern women think that shower gel is a luxury personal product, and using shower gel is a sign of caring for themselves, almost a show off.

(2) The attitudes of southern women can be roughly divided into two types:

Consumers who buy ordinary-grade shower gel think that shower gel is just a daily consumer product, which can be used with their families like toothpaste and soap.

Buyers of high-grade bath milk products believe that they should choose different bath milk according to the needs of different skin, and the bath products should be dedicated to themselves.

Based on the above findings, we began to consider planning different activities to meet the needs of consumers in different regions. However, the following survey of some white-collar women made us give up this idea again, because in the key cities involved in this activity, white-collar women's views on life interest, especially bathing, did not differ greatly because of different regions. White-collar women are the first people we want to influence in this activity. They love life and socialize, pursue fashion, and have been trying and looking for the lifestyle and products that can best meet their needs. After basically establishing the strategic direction, we analyzed some challenges:

First, Olay Fragrant Revitalizing Body Wash is not a new product. In July, 2000 and June, 5438+00, Olay Fragrant Revitalizing Bath Lotion conducted two rounds of public relations activities, so the product itself is not new to consumers.

Secondly, the media think that it is not appropriate to discuss the moisturizing function of bath milk in spring and summer. The most prominent product feature of Olay scented revitalizing bath milk is to keep the skin moist.

Third, the price of Olay scented revitalizing bath lotion is not competitive. Compared with similar products, Olay Fragrant Revitalizing Bath Cream has higher price and belongs to high-grade bath products.

Planning drawing

1. Public relations objectives

Consolidate the market leading position of Olay scented revitalizing bath lotion, and further establish the product image of "excellent skin care expert".

Emphasize the extraordinary moisturizing effect of Olay fragrance revitalizing bath milk.

Improve the desire of target consumers to try and buy Olay scented revitalizing bath lotion.

2. Target audience

Target consumer group: 18-35-year-old women, who are very concerned about their skin, have become users of bath milk products.

Target media categories: consumer news, fashion life, beauty, youth and health, etc.

Choice of media types: Considering that this activity needs to mobilize the enthusiasm of women in a short time, newspapers and weekly magazines are the most important media.

3. Overall strategy

Focusing on the hot topics of women's life, we use the concept of "pampering ourselves" to emotionally attract women's interest in the overall public activities.

Combine advertising and public relations, spread the message of "care for the most beautiful clothes", vividly highlight the theme of "love yourself, care for the most beautiful clothes", fully integrate the influence of the media, and get the best publicity momentum.

With the help of the figure and skin that women have been paying attention to in fashion packaging, organize fashion activities that target consumers are interested in. Through the activities that consumers directly participate in, we first convey the concept of "pampering ourselves and caring for the most beautiful clothes" to a group of consumers who are keen on fashion and social interaction, and then achieve the most convincing publicity effect through word-of-mouth communication.

Use the media to convey to consumers the importance of skin moisturizing in spring and summer.

4. Main information

"Pamper yourself" should attract the attention of women today, and caring for the skin is a manifestation of pampering yourself.

Olay Fragrant Revitalizing Bath Cream helps women in China get and feel the beauty from the inside out by caring for themselves.

Olay scented revitalizing bath cream can meet the needs of skin and make your skin softer and smoother in spring and summer.

project implementation

Edelman International Public Relations Co., Ltd. planned and formulated "Love yourself, care for the most beautiful clothes" as the overall theme of a series of media and consumer activities, and planned the following information platform according to this theme:

Women in the times know how to take care of themselves more and more.

Caring for your body and skin is the first condition to care for yourself.

In April this year, skin care expert Olay will help you care for your body and mind and make you fully prepared for the beauty of your skin in summer.

Edelman International Public Relations Co., Ltd., with its strategic method of cooperation with the media, planned a public relations media integration scheme including media collection, media delivery and radio interview around the theme, and successfully organized, implemented and supervised the nationwide body bath activities for media and consumers during the three-month project implementation:

1. Media gathering

Two weeks before the start of consumer fitness activities, we organized media gatherings in five key cities across the country to publicize the concept of "pampering yourself" and the activities of "pampering yourself and caring for the most beautiful clothes-Olay Body Bathing Workshop".

Clever invitation method reflects the organizer's concern for the event and the invitees, and also stimulates the invitees' interest. We first sent flowers, ribbons, chocolates and infectious letters to the target media in the name of friends, which aroused the greatest feelings and recognition of the concept of "pampering yourself" among female journalists and editors in busy work, and left a question "How can I pamper myself?" A week later, Olay invited them to experience the best way to "pamper themselves", that is, to take the lead in "pampering themselves and caring for the most beautiful clothes-Olay Body Bath Workshop". This effectively aroused the media's personal experience and interest in participating in this activity.

In the absence of new product information, it is necessary to provide practical information to the media, which is helpful to improve coverage. Therefore, Edelman International Public Relations Co., Ltd. proposed to show consumers the physical and mental help that Olay fragrance revitalizing shower gel brings to women in the form of "Olay Body Bath Exercise". We specially hired the national fitness coach of China Bodybuilding Association and experts in sports, fitness and physical fitness who have many years of teaching and practical experience to design this set of full-body bathing exercises.

"Olay Body Bathing Exercise" introduces sports elements into bathing, which makes bathing go beyond the original single cleaning function and become a diversified realm integrating skin care, body building, body and mind rejuvenation, and a fashionable self-care way for modern women. Female friends promote blood oxygen circulation in the body through simple stretching exercises, massage techniques, aromatherapy, etc., and cooperate with the use of Olay fragrance revitalizing bath milk to clean and care the skin, so as to realize the complete rejuvenation of the skin and mind in the bath.

The media gathering of "Love Yourself and Care for the Most Beautiful Clothes" was held in five major cities in China-Beijing, Shanghai, Guangzhou, Chengdu and Wuhan. These five cities are also the key promotion cities of Olay Fragrant Revitalizing Bath Milk. We chose famous fitness places in various cities for the party, and every reporter friend received Olay body suits at the beginning of the event, including "pet" fitness suits and "pet" swimsuits. When everyone changed their clothes and seemed to have been separated from the complicated daily work, Ambassador Olay appeared and sincerely welcomed the reporters. As a woman, she put forward the concept of "pampering herself" and shared her experience of "caring for the skin, the most beautiful dress of human beings" with other journalists and friends present here. The media learned "Olay Body Bathing Exercise" with great interest under the leadership of the designated coach. In the professional body care of "pampering yourself and caring for your skin", journalists and friends fully enjoyed the pleasure of "pampering themselves". What they have experienced is the "Olay Shower Workshop" that thousands of women from five cities will participate in two weeks later.

The last part of the media gathering is discussion and communication. Distribute the "My One-week Body Plan" made into a game board to various media friends for them to share their views on skin care. During the discussion, people raised questions such as whether the skin needs to be moisturized in summer. In response to the reporter's question, Olay skin care experts gave a scientific explanation, hoping that consumers can better understand the needs of summer skin through the media, that is, moisturizing is the first demand of skin, and hydrating in summer is still very important.

Generally speaking, the care shown by Olay in the activity left a deep impression on the reporter. Journalists are also very grateful to Olay for providing them with skin care and guiding them to carry out Olay shower gel campaign. Personalized experience and creative bathing exercises make the articles written by journalists more popular with readers.

After the media gathering, the Olay Group of Edelman International Public Relations Co., Ltd. sent news materials and Olay fragrance revitalizing bath lotion on behalf of Olay brand media who did not attend the gathering in person, so that consumers across the country could know the relevant information of "pampering themselves and caring for the most beautiful clothes-Olay Body Bath Workshop" through reports from local media.

2. Consumer bathing activities

After the media gathered, a lot of information about "Olay Body Bathing Workshop" appeared in newspapers, which also made effective publicity and foreshadowing for the weekend bathing activities of consumers that lasted for one month. In Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Dalian, Nanjing, Hangzhou, Xiamen and Shenzhen, about 24,000 consumers applied to participate in this activity through various channels, such as job advertisements, hotline, internet, distribution of leaflets, recommendation from friends, and radio interviews. Finally, 6,000 lucky consumers were invited by Olay to participate in the "Pamper yourself and care for the most beautiful clothes-Olay Body Bath Workshop". Through this activity, female friends took part in skin care and body shaping classes, learned Olay full-body bathing exercises and experienced yoga in a fragrant atmosphere. This activity also provides opportunities for women to practice Olay full-body bathing exercise, so that they can fully stretch themselves in the bath and find the feeling of caring for themselves.

The information penetration of participants can also bring great influence to the theme activities. During the activity, the Olay brand field trip tested consumers' understanding of body bathing by making a body plan for the next week, encouraged participants to introduce friends to participate in the activity, and won a "Olay Body Care Card" for themselves, so as to get preferential treatment when exercising in the designated fitness center.

3. Radio interview program

In addition to the influential print media, radio interviews are also adopted, which are real-time, interactive and easy to update. We cooperate with the most popular radio programs in Beijing, Shanghai, Guangzhou, Chengdu and Wuhan. On the one hand, discuss the topic of "pampering yourself and caring for your skin", on the other hand, let consumers know about the latest activities. On the basis of not disturbing the structure of the original program, the content is inserted into the original music and question-and-answer program in the form of games, telephone questions and interviews, so that the audience can not only understand the knowledge of skin needs, fitness, fragrance efficacy, etc., but also get the opportunity to participate in Olay body bath workshop by participating in radio programs. For a time, major cities set off a fitness trend headed by Olay fragrance revitalizing bath cream.

4. Media placement

Media delivery is an effective way to ensure information dissemination. In order to spread the professional knowledge of skin care and body-building, and report the latest information of Olay Body Wash Workshop, we opened a column in selected media, and published four educational articles and a special article in succession, namely, "Buy new clothes in spring, pamper yourself"; "do' bath exercises' to make your skin move"; "Laugh at the summer and show your beauty"; Breathe fragrant and enjoy the bath. The last article-"New and New Women, the Trend of Spoiling", according to the survey conducted in the activity, reveals the degree of self-care of modern women, and gives scientific advice to readers as an expert in Olay skin care, re-emphasizing the importance of keeping skin moist in spring and summer.

project evaluation

After three months of public relations planning activities, Olay Fragrant Revitalizing Bath Milk has achieved very good results in the project of "pampering yourself and caring for the most beautiful clothes-Olay Body Bath Workshop".

1. Media coverage

The media's strong interest in this activity is manifested in a large number of large-scale reports on it. Some media even invited models to shoot a full set of movements and introduce them to readers on the basis of the words and pictures provided by "Olay Full Body Bath Exercise". As of August, 20001year, the media coverage of the activity "Love yourself and take care of your best clothes-Olay Body Bath Workshop" has reached 126%, and the information to be spread in this public relations activity has been delivered to consumers with the arrival rate of more than one billion people. The consumer influence calculated by the total advertising value is 6.3 times of the total cost of the activity.

2. Consumer participation

The number of direct participants in this activity is 6,000, covering ten major cities in China. It is estimated that more than 30,000 people learned about this bathing activity and spread information through the penetration of consumers.

3. Market reaction

This public relations activity not only achieved great success in media coverage, but also directly promoted the sales of Olay scented revitalizing bath milk products to increase substantially for three consecutive months.

abstract

With the theme of "pampering yourself and caring for the most beautiful clothes", the public relations promotion of Olay fragrance revitalizing bath milk was kicked off. As a result, the novel and unique bathing exercises and comfortable bathing workshops triggered a wave of bathing frenzy. Coupled with the media's propaganda on skin care knowledge, the heat wave of women's "pampering themselves" has reached its peak. With the body bath heat, Olay fragrance revitalizing bath milk is deeply engraved in the hearts of consumers as an "excellent skin care expert".

What is the charm of Olay Fragrant Revitalizing Bath Cream to impress the media and consumers and become a "skin care expert"?

The activities planned by Edelman International Public Relations Co., Ltd. (hereinafter referred to as "Edelman International Public Relations") aim to find or create newsworthy events, attract media attention, increase the exposure of product-related information, and achieve the purpose of improving product awareness, understanding and attitude towards products. In order to attract the attention of the media, Edelman International PR took "pampering yourself" as the theme, which aroused the emotions of female media workers, and then invited them to participate in the "Olay Body Bathing Workshop". In this way, on the one hand, it stimulates the media's personal experience and great interest in participating in activities; On the other hand, it also makes the news content more credible.

In order to increase the news value, the unique "Olay Body Bathing Exercise" came out. Indoctrinate people with a brand-new bathing concept and form a multifunctional fashion bathing method of "cleaning+maintenance+body+comfort". In the media gathering, journalists and friends from all walks of life are very interested in this novel and fashionable "bathing exercise" and are willing to practice it in person, thus enhancing their participation. Later, in the discussion and exchange, under the on-site guidance of Olay professional skin care professionals, the target media (consumer information source) had a deeper understanding of the most prominent feature of Olay fragrance revitalizing bath milk-"moisturizing", which eliminated all kinds of questions in the media's mind. The information and press releases issued by the target media are more convincing; The "bathing exercise" that can attract the attention of the media will also attract more public attention and interest.

After completing the "point" work-the target media's understanding and experience of products, Edelman International Public Relations continued to expand the information of Olay Oil Bath Workshop to "face".

(1) Send news materials and products to national media that can't attend the party in person. With the expansion of the media, the activity information of "Yulan Oil Bath Workshop" has been more widely disseminated, and the exposure rate of relevant information has been improved.

(2) The attention of news media drives consumers' eyes. A large amount of information made "Olay Body Bath Workshop" penetrate into the "level" of consumers and got positive response from consumers. These female participants, who love life, socialize and pursue fashion, are pioneers and early users of Olay scented revitalizing bath cream. Pushing them to try to buy can lead the fashion, and then become the object of early majority and late purchase imitation. At the same time, the first adoption of women in the times coincides with the high-end image positioning of bath milk, thus setting off the climax of "full body bathing and leisure".

It is another success of this public relations activity to integrate the influence of various media, spread the professional knowledge of skin care and body shaping, establish the image of "excellent skin care expert" of Olay Aromatic Revitalizing Bath Milk, and let more consumers know, pay attention to and participate in the fashion led by Olay Aromatic Revitalizing Bath Milk.

Edelman International Public Relations has transmitted skin care and beauty information to consumers through radio interviews and media implantation, attracting more people's attention. To concretize the concept of skin care, let people have a clearer understanding of the specific practice of "pampering themselves", and give the humanized "excellent skin care expert" status to Olay fragrance revitalizing bath milk. At the same time, entertaining and entertaining, in a pleasant atmosphere, let many female consumers easily and naturally accept the concept of "moisturizing in summer is equally important" and pay close attention to all kinds of related activities. This relaxed atmosphere of transmitting information is also consistent with the comfortable atmosphere provided by the product itself.

"Plane+radio+column" and all-round media publicity let consumers know about the activities of Olay fragrance revitalizing shower gel and related professional skin care knowledge from different angles and levels. The complementary combination of media has played the role of "1+ 1 > 2", and clearly conveyed the theme of "love yourself and care for the most beautiful clothes" expressed by Olay fragrance revitalizing bath milk to the target customers. Judging from the evaluation of media coverage, market reaction and consumer participation, Edelman's international public relations promotion activities have achieved great success. Through public relations, people not only accepted the new bathing concept, but also made Olay scented revitalizing bath cream become the focus of attention, which is simply a collection of "thousands of pets in one"!