// 40% INCREASE IN COVERAGE
// DRIVING SALES
// DELIVERED FIVE TIMES ROI
OBJECTIVE
Drive sales of PeriProducts’ portfolio of oral hygiene products by maintaining a constant presence within the national, consumer and regional media, and supporting key retail listings.
SOLUTION
With no new products being launched and the Retardex range being well established and extensively covered within the key national and lifestyle media, a highly proactive media relations programme was required. A media tour was undertaken to educate journalists on the effects of poor oral health and how products, such as Retardex can help. This was complemented with an on-going campaign of activity ranging from product testing features, consumer case studies and product and oral health information.
RESULTS
The proactive nature of the campaign delivered 40% more coverage than in previous years, and created an ROI of almost five times. A definite relationship between PR and product sales was also evident – Retardex appearing in the Daily Mail was sales rise 48% in one week, and case studies in women’s titles also saw the same effect on sales through retailers such as Boots and Waitrose.