Abundance & Health

The Brief

Entice Communications was initially retained by Abundance and Health on a project basis in January 2015, to introduce Altrient C, the world’s first liposomal Vitamin C gel, to target consumer press. Our initial remit was a 5 month campaign starting in mid-January, to secure coverage for a recent study on the clinically proven, anti-ageing beauty benefits of Altrient C in key national media and specialist consumer titles.

Due to the success of this initial project, our activities were extended to include a targeted 3 month campaign, to secure coverage for the new study in target Irish consumer media, as well as a targeted outreach to trade natural health and pharmacy titles.

Since April 2015 we have been working on an ongoing retainer basis to secure coverage for the brand in key consumer press and have been appointed to manage a wider European PR campaign for Altrient C in France, Italy, Germany and Spain, which involves the selection, appointment and management of agencies in these countries.

In addition to PR activities, Entice is responsible for marketing for the brand, which includes media buying and design with the help of a design agency, the creation of new assets including organising a photo shoot and assisting with stand design for exhibitions.

The Plan

To kick start the consumer PR campaign, Entice Communications sent a creative mailer to target titles, encouraging journalists to take part in our #AltCSaveOurSkin campaign. This activity was further expanded upon to include key health and beauty bloggers in order to secure coverage for Altrient C and the beauty research findings.

All journalists received a creative mailer containing a box of Altrient C, together with a branded compact mirror, as well as a ‘selfie’ remote control, to encourage them to track the improvements to their skin whilst they were taking the product. An e-infographic accompanied this detailing the key findings from the research study, alongside topical statistics on anti-ageing beauty, collagen production and the benefits of vitamin C.

 

In addition to this and in order to maximize coverage opportunities, Entice put together feature ideas using different angles around the benefits of Vitamin C throughout the seasons, as well as expert comment pieces using Nutritionist Jacqueline Newson and Nutritionist, Susie Debice. Reader offers and competitions were also organised with various publications, to create further brand awareness.

The Results

To date, coverage for Altrient C has appeared in key print and online publications, including Love Sunday, Mail Online, Express online, ELLE Online, The Sun on Sunday, Look magazine, BT online, The Independent online, Yahoo and the Daily Mirror Online.

Key Statistics:

•   Our activities in 2015 generated 53 pieces of coverage in key consumer titles with an advertising value of £91,598, PR value of £280,044 and circulation of 363,624,657.

•   Coverage in 2015 has equated to an ROI of 9 for the consumer PR campaign.