E45 advocacy
Joy Armitage
Campaign details
Brand owner: Reckitt BenckiserLead agency: dunnhumbyCountry: United KingdomIndustry: Skin care, sun protectionChannels used: Earned media, buzzMedia budget: Up to 500k
Executive summary
This case study demonstrates how British skincare brand E45, with limited experience in earned media, successfully used brand advocacy as part of an integrated communications plan to attract younger shoppers into the brand and increase sales for their Everyday Hydration range.
The challenges for E45 were that, despite the brand being well known, understanding of its range was poor and penetration...