E45 advocacy

This case study explains how E45, the skincare brand, used a brand advocacy strategy as part of an integrated communications plan to attract a younger audience and increase sales in the UK.

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...

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