Please login to the form below

Not currently logged in
Email:
Password:

Excellence in Integrated Digital Communications

Sponsored by

Back to results


Highly Commended

Every body has a skin story

by Pegasus for Godrej UK


Summary of work

Bio-Oil is the UK’s best-selling scar and stretch mark product having launched 11 years ago with a philosophy built on never over promising. With no NPD, Bio-Oil needed to grow market share through other means. 

In the absence of a UK website, social media is central to the online relationship with new and existing customers. Responding to research that showed four out of five women think they are the only one who has skin imperfections, the team created an online platform for women to discuss their skin imperfections, including emotive issues such as self-harm and mastectomy scarring, and celebrate the stories behind them. This helped to change perceptions by communicating that while nothing can completely eradicate scars, by caring for them and talking about them, you can learn to accept and even love them. 

As well as providing vital support to the community, the Every Body has a Skin Story campaign supported a record year of sales, helped to grow market share and further grow the Bio-Oil Facebook community by 50,000, but more importantly achieve an engagement rate well above average. A series of ambassadors identified through the campaign are now being used to help educate healthcare professionals about giving advice to patients with scarring.

Judges comments

This was a very emotionally engaging campaign. Its stories had huge media outreach appeal and the joined-up campaign was an exemplar of an integrated digital initiative, not to mention a great example of utilising social at the heart of a campaign.


Highly commended

Every body has a skin story - by Pegasus for Godrej UK


Finalists

The Astellas Innovation Debate - by Astellas Pharma Europe

ASCO and beyond: Impacting the future decisions of healthcare professionals - by Nitro Digital for Boehringer Ingelheim

Know it. Confront it. World Hepatitis Day - by Red Door Communications for World Hepatitis Alliance


View the Communiqué Awards 2014 Photos


Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.