Summary
medipharma cosmetics is the third-largest pharmacy cosmetics brand in Germany (as of 2019) with high advertising budgets in the TV sector.
PR Challenge: Implement a successful PR campaign in the print media without the support of an advertising campaign.
Strategy
In the field of beauty PR, print and online media are highly relevant – the focus are magazines and online media with a high reach.
Focus on quality and innovation of the brand.
Individual media pitching based on grown personal journalist contacts.
Execution and creativity
Text creation by a top beauty journalist who creatively implements the topics and integrates current beauty trends.
Product presentation at beauty events for journalists and influencers.
Media roadshow in Hamburg and Munich.
Sending samples to key journalists.
Participation in the Tina Anti-Aging Beauty Award: 1st prize sun protection care.
Results
- 200 clippings with a reach of almost 120 million in the first half of 2019 in high-quality women’s, yellow press and specialist media (focusing on pharmaceutical technicians and pharmacies)
