"Entendemos que el desafío esta en ser remunerados por servicios cuyos intangibles son el valor, las ideas, la visión y el pensamiento, y es disruptivo para las agencias de medios que vienen de un modelo comisionado por la contratación de espacios y cuyo capital de trabajo no solo está basado en el recurso humano sino también en la fuerte inversión en tecnología propietaria y bases de información"

Adrián Barreiros - CEO de MEC Argentina

to lead the whitening segment featuring an esthetic product and taking into account that CP has no credentials in that area.

to lead the whitening segment featuring an esthetic product and taking into account that CP has no credentials in that area

Region: Latin America

Industry Sector: Cosmetic and Toiletries

Target Audience: Adults 25-44 Top 30% SEL. Whitening Toothpaste users. They are perfectionist. Looking beautiful and young is critical. They are willing to pay more for beauty products.

Communication Channel: PR – POS– Internet – TV– Magazine – OOH

The whitening segment in Argentina is underdeveloped with significant potential for growth but also from the communication perspective an interesting target for Oral Health brands: it represented 8% of total toothpaste category comms. in 2010 versus a 15% in 2011.

Prior to a potential Oral B 3 D White system launch, CP decided to introduce the “Luminous White” product.

The Marketing challenge was to lead the whitening segment (Objective 2,7% of total toothpaste SOM the first year), featuring an esthetic product and taking into account that CP has no credentials in that area.

To gain fast brand awareness and position Luminous as the best whitening solution a 15% SOV was set.

Insight

Working on the importance for the target to cause a good impression on people, a white smile is always a key asset in this respect. So Luminous White focused on the smile as the best accessory, making it available after 7 days of testing.

Solution

CP hired the celebrity Sofía Zamolo, an Argentinian Top Model, as the brand ambassador and prepared a launching event for sales people. MEC Argentina, teaming Burson Marsteller, recommended a communication plan including:

  1. Press conference and to invite fashion journalists to the event, including as a gift the kit of products
  2. Amplification of the event in traditional media including product placement and “Event Videoclips” in two fashion Cable Channels (Glitz, E!)
  3. A contest in the leading “Cosmopolitan” fashion magazine and premium positions in target oriented titles
  4. OOH in fashion district venues
  5. Communication in POS to neutralize Oral B advertising
  6. A Test&Learn pre-roll format in “Graduados” program web site (TV Show of the year) and social display

The idea was to promote a press cover and indirect conversations on the “beauty product” launched by CP.

When did the work run?
Brand launching in February 2012. Celebrity Event and Amplification April to December 2012

Results

Business. With an Integrated Media Communication Reach of 92% (a local CP benchmark is 75% on average), Luminous SOV was achieved (16%) and currently SOM is 2,6%.

PR. Luminous White Event and Amplification obtained free 44 press mentions, including tweets by major celebrities and consumer’s letters of congratulation.

Test&Learn: Pre-roll in TV web site CTR was 6,7% (market campaign average is 2)

 

 
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