Excellence in Media Relations – Brand Associated Consumer Health

Summary of work

With widespread negativity about facial fillers, linking them to ‘botch jobs’ and celebrities, Allergan (makers of leading facial filler Juvéderm) challenged us to create some balance in the editorial debate and reach their target audience of 30+ women with credible, positive health messages.

Mail Online was identified as the leading source of online negativity: their sensationalist articles often appear on the first page of online searches around ageing and arguably set the tone for views of the wider media.

Our resulting unique social experiment featuring real women, backed up by qualitative research, ensured we delivered a substantial and overwhelmingly positive feature in Mail Online. The feature contained ALL key messages, expert comment, a three minute video, imagery and campaign URL.

Not only was it one of their top 20 most-read articles for two days, as well as shared and commented on extensively, it kick-started a range of positive national print media articles and long-tail online content.

Judges comments

This is a great example of contemporary communications they were laser-like in their targeting and objectives and the results were brilliant. It is bang on and a worthy winner.