Share This
How do you get Canadian women interested in foot care and make news doing it?
Strategic Objectives, Canada's top Public Relations Agency, worked with Amopé, Canada’s #1 Electronic foot file brand, to turn that simple premise into national news.
Background
Amopé tasked our team to create a multi-faceted, uniquely Canadian PR campaign to support their entire product range during the crucial summer sales season. We built an original news-making program starring Canadian supermodel Coco Rocha, the perfect ambassador to inspire women to love their feet and feel confident with every step.
The Challenge
Amopé: Top of Mind, Bottom of Feet
- Create a high-impact Social PR program without new products to promote
- Increase sales through the critical summer season
- Create positive brand awareness
- Grow market success in the foot and nail category
- Differentiate Amopé from its competitors
The Solution
Inspiring Foot Confidence
Our original research revealed that 36% of Canadian women don’t like their feet, and nearly 2 million Canadian women avoid situations that require their feet to be exposed.
To walk the talk we engaged Canada’s much-loved supermodel, Coco Rocha, who represents Amopé’s prime demographic to take our story beyond “beauty” media to connect with consumers. Coco shared tips on how Canadian women can feel confident flaunting their feet by keeping them beautiful, healthy and sandal-ready.
The 24-Hour Campaign
- Toronto Media Tour leveraging Canada’s English media hub to secure national coverage
- Toronto blogger and influencer PediParty at Her Majesty’s Pleasure with Coco
- National interviews and media relations
The Result
+42% YOY lift in point-of-sale in August
45
earned media stories
17M+
social media impressions
23+
minutes of Facebook Live interviews
- PediParty event attracted more than 45 media, bloggers, influencers, and stakeholders with more than 11 tier-A onsite media interviews with Coco Rocha
- Winner IABC Toronto OVATION Award 2017 for Media Relations
-
The Body Shop: STOP Sex Trafficking
The Body Shop and Strategic Objectives joined forces to fight against sex trafficking. Our awareness program inspired more than 550,000 to sign the petition of support.
-
Lise Watier: Teint Velours and Beauty Diversity
To launch Lise Watier's new line of foundations for every skin tone, we engaged.a diverse team of Influencers.
-
Girl Guides of Canada: Mighty Minds make Mighty Girls
We partnered with Girl Guides of Canada to launch and spread news about the innovative Mighty Minds mental health program for girls.
The Body Shop: STOP Sex Trafficking
The Body Shop and Strategic Objectives joined forces to fight against sex trafficking. Our awareness program inspired more than 550,000 to sign the petition of support.
Lise Watier: Teint Velours and Beauty Diversity
To launch Lise Watier's new line of foundations for every skin tone, we engaged.a diverse team of Influencers.
Girl Guides of Canada: Mighty Minds make Mighty Girls
We partnered with Girl Guides of Canada to launch and spread news about the innovative Mighty Minds mental health program for girls.