Customer: Kneipp Polska
Brief: Launch of the new Kneipp brand cosmetics line, Good Night.
Successes:
- The promotion of the new line translated directly into increased interest in the cosmetics from key drugstore and pharmacy buyers.
- More than 170 media publications, which allowed us to reach more than 4.6 million people in Poland.
Challenges:
- Developing a communication concept to point out the functional qualities of Kneipp brand cosmetics and, above all, the new product line.
- Building awareness of the Kneipp brand not only among those interested in beauty, but also more broadly among the general public.
Description:
Only 2 per cent of Poles admit that they always wake up fully rested. Almost 60 per cent of women and 48 per cent of men are permanently sleep-deprived. Among the factors known to improve the quality of sleep, men point to sex (51 per cent) and ladies to airing the bedroom (64 per cent). The results of the survey we carried out for the Kneipp brand allowed us to build extensive communication about Kneipp’s new cosmetics line, Good Night.
Activities:
- Organising a press conference with MD Magda Kaczor, psychiatrist and Sleep Medicine Expert, and with special guests: actress Maria Zborowska and model and mother Karolina Malinowska.
- Cooperation with the guest speakers in the context of the promotion of the meeting and the new cosmetics line.
- Media relations.