Imperial Leather is one of the UK's most well established beauty
products and to launch their latest line, SkinKind, brand owners PZ
Cussons brought us in to conduct a fully integrated consumer PR
campaign focusing on social media.
Briefed to promote the range across traditional media channels
but primarily online, we utilised Facebook as a key tool to attract
and engage in conversation with a new and existing audience.
To thank customers for selecting the brand as 'Product of the
Year', we devised a theme in which Imperial Leather could reward
random acts of kindness direct on to their core consumer via the
social media channel.
Creating and managing the branded Facebook Page and App,
interaction and syndication was leveraged through our '100 Prizes
in 100 Days' concept which saw Imperial Leather select one
individual per day to receive a pampering prize. Revolving around
beauty, the prize also encouraged trial and usage of the SkinKind
product.
As a result of this activity, over 9.5k new fans were added
within the first three weeks, 1,238 of which were converted within
the first day of us taking ownership of the page. Building an
active community, '100 Prizes in 100 Days' set a target of
converting 10k new fans by the end of the 100th day. A
benchmark that was actually surpassed on day 41.