Case Studies

The Brief
To re-engage the dormant Flora pro.activ base, increase frequency of purchase, retain consumers through an emotional connection with the brand, and provide added value information to drive brand equity and continued purchase.

The Challenge
The product is in a crowded, competitive marketplace it needs to forge a relationship with its consumers that differentiates it from its rivals and emphasises its values - heart health and lower cholesterol. And pro.activ's would-be buyers are not heavy consumers of cutting-edge media, they are tricky to contact and connect with.

Editorial Response
We planned and executed a large-scale on-and offline campaign. 0ur research proved that a traditional print publication would be highly effective for that market, so we launched vitallty, a quarterly magazine mailed to 450,000 consumers. Its bright and breezy tone, clean, fresh design, health-aware but accessible content and wide range of llfestyle features from well-known personalities were perfectly pitched to enhance Flora pro.activ's appeal.

Results
The readers loved it. They responded in enormous numbers - more than 2,000 e-mails arrived swiftly after the first issue was mailed. And the client loved it - all the research so far has proved that it exceeded its performance goals hugely.