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THE BRIEF & OBJECTIVES

Pre event advertorials directed readers to visit the Sound of Fashion website to enter the competition and post event advertorial covered the event itself.

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THE BRIEF & OBJECTIVES

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  1. Pre event advertorials directed readers to visit the Sound of Fashion website to enter the competition and post event advertorial covered the event itself. On radio, Kiss produced creative trails voiced by Neev, and contained female focused music to help position the product as a cool and feminine.This told listeners about the Braun Dual Epilator and positioned it as an essential beauty product that every girl wants to own. Online advertorial pages were hosted across Grazia, heat, Closer and Kiss. These featured Braun Silk Epil product information, accompanied by a product endorsement from Daisy Lowe. The pages also gave information about the ‘Braun Sound of Fashion’ event and functioned as an entry point for the competition. Editorial placements on homepages linked to online advertorials and directional media drove to the advertorial pages. Lucky winners plus guest won tickets to the Braun Sound of Fashion. It combined the very best in music and fashion. Hosted by Daisy Lowe and Neev from Kiss, with DJ sets from both. Guests had the chance to win up to £1000 of My Wardrobe vouchers and everyone was given a goodie bag to take home. HIGHLIGHTS • Overall the campaign was considered a success and some highlights included; • A Total of 1132 entrees online • 3,707 unique users across advertorial pages • Daisy Lowe was a good fit within our brands and Neev was an excellent host and really pulled the different elements of the evening together • The Q&A with Daisy and Neev worked really well THE BRIEF & OBJECTIVES To launch the new Braun Silk-épil 7 Dual Epilator and drive trial and recommendation of its benefits. Highlight ambassador Daisy Lowe’s involvement in the campaign. Engage with the creative theme and PR message to promote the products dual technology of an epilator and a shaver in one “when two great things come together they can create something breakthrough”. CAMPAIGN OVERVIEW We used key Bauer brands to bring a brand experience that embraced beauty, fashion and music! The partnership with Grazia, heat, Closer and Kiss to reached the target audience and communicated the key messaging around fashion and music as well as communicating key product information. The solution was to host a launch party combing the best in fashion and music. This would include a fashion show styled by Grazia and DJ sets from ambassador Daisy and Neev from Kiss. Communication across media promoted chances to win tickets. The Event was named, ‘The Sound of Fashion’ and was positioned as a VIP Celebrity Event to create a buzz Creating fashion and beauty lead advertorials in Grazia, heat and Closer magazine. The advertorials emphasised the main communication message and featured Daisy Lowe. Images of Daisy using the product encouraged the campaign message that the product wasrecommendedby a celebrity.

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