Case Studies

/

Elizabeth Arden Campaign

OVERVIEW ealogo

The Elizabeth Arden Sun Protection for Summer Campaign took place on Monday the 26th of December at the V&A Waterfront and on Camps Bay beach on the 28,29 and 30 December.

ea1The campaign aimed to drive awareness on the importance of sun protection by hosting workshops, consultations and giving out complimentary samples to beach-goers and holiday makers.

A gigantic number eight was created on the beach using bright, yellow umbrellas to show how much the brand supports sun protection in South Africa. This PR stunt was broadcast on the national news over two days.

According to the Cancer Association of South Africa (CANSA) the most common cancer in South Africa is skin cancer with about 200,000 new cases reported annually.  South Africa has the second highest incidence of skin cancer in the world.

The charity partner, Look Good…Feel Better (based locally and abroad), which is also supported by Elizabeth Arden international, was there to give out information and host workshops on the beach.  The cosmetic-industry funded charity  program helps female cancer patients, undergoing active treatment, by providing free beauty workshops through a network of hospitals and clinics. These workshops are designed to assist these women in managing their appearance related to cancer therapy side-effect.

PUBLIC RELATIONS ea3

Brief:
All launch communications aimed to drive media to deliver messages to the public on the importance of protecting ones skin throughout summer with the help of Elizabeth Arden Eight Hour sun protection cream.

Target audience:
All South African beach goers

Media:
CLE Communications to identify and engage with appropriate media and develop media database relevant to Elizabeth Arden, throughout this promotion.
CLE Communications to target the media, both as an audience and as a channel, to effectively communicate the key messages of the campaign.

COVERAGE HIGHLIGHTS ea5

Television
SABC 2, SABC 3

Print
Cape Times

Radio
Lotus FM, Goodhope FM

Online
Shape magazine, Top Billing, Cosmopolitan, Women’s Health Online, Beauty South Africa Online, Bizcommunity Online and Publicity Update

 

ea6 ea7

  • DateDecember 28, 2012