“Enjoy the sun and offer a child the chance to smile”

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Brand: La Roche-Posay, Anthelios

Date: may-september 2012

Objectives:

• Creating a favorable image within the target group;
• Generate sales;
• Awareness.

Strategy

In order to increase the sales of the Anthelios sun screen for children, we chose an emotional angle to our campaign’s story, by targeting the mommies, we developed a charitable campaign to help the ‘Alfred Rusescu’ Institute for Mother and Child Protection.

Social cause

Support the “Alfred Rusescu” Institute for Mother and Child Protection.

Mechanism

Buy now and donate 2 RON for the renovation of the outpatient ward of the “Alfred Rusescu” Institute for Mother and Child Protection.

What we have done

• Research and identification of the social cause, in accordance with the target;
• Concept development, design and copywriting (key visual, adapting messages for promotional materials, Facebook cover photo and educational infographic about solar protection, etc.);
• Organising a press conference to launch the campaign, reporting the advertising value equivalent;
• Sending out the press release for the campaign to jurnalists and bloggers, reporting the advertising value equivalent;
• Facebook page management.

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