Summary
ICHTHYOL-GESELLSCHAFT manufactures a pale sulfonated shale oil under the name of ICHTHYOL® PALE for application in cosmetic skin and hair care. Scaling scalp or skin disorders as well as skin blemishes are frequently triggered by interaction of different factors. With its broad spectrum of efficacy ICHTHYOL® PALE offers the basis for a functionally combined therapy with one active ingredient. Its efficacy is clinically substantiated in human medicine.
Task: Present the ICHTHYOL brand to trade and consumer media at a press event in Hamburg.
Challenge: Combining a well-known active substance with a current topic (antibiotic resistance).
Strategy
Jump on the current discussions on antibiotic resistance to highlight the preparation and the active substance.
New staging of the well-known and proven active ingredient.
Execution and creativity
Scientific product presentation in the RedGallery Hamburg (fossil and minerals exhibition).
Expert statements by external scientists.
Tour of the RedGallery with a geoscientist.
Subsequent print and online distribution, agreements on editorial cooperations.
Results
- Editorial coverage in regional and national trade and consumer media (34 publications in 7 months, reach 5.7 million; 22 trade press clippings, 12 clippings in consumer media)
- Encompassing product presentations in media for parents and mothers (e.g. in the top print media “Eltern” and “echtemamas.de” on Instagram)
- Detailed interview with a scientific ICHTHYOL spokesperson on the regional TV broadcaster Hamburg1 about the active substance and antibiotic resistances (reach 1.9 million)
