To continue to raise awareness and build trust in its innovative skin rejuvenation system, RéAura, Philips is launching an integrated campaign with creative positioning devised by Ogilvy and creative development and implementation by: WDMP, Carat and OneVoice. With RéAura retailing at £800, the campaign targets highly affluent, intelligent women with an active interest in anti-ageing treatments and aims to innovate the traditional purchasing decision journey using new sector insight.
Research into RéAura’s target market found that consumer trust in the product, which gives you radiant skin in 8 weeks, grew after seeing real life before and after pictures and results. Therefore, all campaign activity drives consumers to an interactive RéAura Tumblr site, created by WDMP,which includes user diaries and real life trial results. The unbiased, unedited site is primarily made up of user generated content, and as such, is a bold tool for building customer trust and provides a social platform for customer engagement and interaction. Other social media activity has been co-ordinated by PR agency, Emanate London (part of the OneVoice group of PR agencies that serves the Philips business exclusively), including beauty blogger outreach, a Q&A session with Mumsnet and trials by ambassadors including Rosie Green, beauty editor at Red magazine.
Direct mail activity, created by WDMP, focuses on activating the audience with a personalised luxurious mailer including a booklet, ‘Introducing time travel for your complexion’. This details the RéAura product, the results that can be achieved and features high quality before and after images. A follow up mail pack then introduces the real life product ambassadors who are trialling the product and encourages the recipient to follow the ambassador journey online. It also features an exclusive £100 cash back offer on purchase and registration of the RéAura product.
Supporting activity includes a partnership and reader event with luxury title Harper’s Bazaar which was created by media planning agency, Carat. A reader event was hosted by Harpers’ beauty editor, Newby Halls, and attended by leading dermatologist, Dr Sam Bunting. Advertorials for the product and campaign are appearing in Harpers Bazaar and Sunday Times Style Magazine.
Vicky Cunningham, Skincare Business Development Manager at Philips comments: “The RéAura campaign is an exciting one for us as it gives us an opportunity to demonstrate to our prospective customers the results that we know the product achieves in a really fresh and unique way. In the age of the consumer, there is no better brand ambassador than another real life customer. With this integrated campaign and our Tumblr site we hope to provide the right mix of user generated and expert content to allow the audience to make an informed purchasing decision.”