INTRO Aussie Misstache for Movember What? Sponsorship of Movember using the call to action #Misstache for #Movember on social media, driving editorial.

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Presentation transcript:

INTRO Aussie Misstache for Movember What? Sponsorship of Movember using the call to action #Misstache for #Movember on social media, driving editorial coverage via an Aussie first: celebrity Ambassador, Laura Whitmore. Key Messages: Aussie is the first and only official female sponsor of Movember 2014 Misstache is an Aussie owned campaign to encourage girls to show support of Movember participants (Mo-Bros) Aussie has a natural link to Movember with its ‘rooted in Australia’ identity Laura Whitmore if the face of Aussie Misstache campaign

Objectives & Strategy PR Objectives Raise awareness Movember involvement in an on-equity way Drive engagement, content & conversations Encourage social engagement with #Misstache PR Strategy Drive breadth and depth coverage via on-equity influencer Create experiential activity to engage consumers and push Aussie messaging Drive editorial in new categories via newsworthy activity

Celebrity Ambassador: Laura Whitmore On equity Influencer UK TV personality Laura Whitmore recruited to drive editorial coverage via: PR shoot: creation of social media & PR assets x6 1:1 interviews with high reach short lead titles Photo call: content syndicated on PA wire Radio Day with 100 pieces: 18MM reach

Influencers posted vlog, blog & social media posts with key messages and call to action: Fleur de Force Lily Pebbles Talk Becky Talk Fitness on Toast Laura Enever Reach: 31, 687, 464 Influencers

Social Media Aussie Facebook competition -Prize: trip to Sydney Australia to attend Movember 2015 launch party entries -Winner chosen and announced by Blogger Fleur de Force

Results FREQUENCY REACH (MM) PR RECALL* CPM TARGET 60275MM 26%0.4 ACHIEVED 96502MM 30%0.2 INDEX Editorial Results Additional Results FREQUENCYREACH (MM) Radio Coverage 10018MM Influencer Social Media MM *PR Recall: this is a calculation of strength of key message delivery calculated by our monitoring service Cision. The average PR recall score in the hair care category is 25%

Coverage Highlights