European Online PR for FMCG

European online PR strategy boosts visibility for Sanex ‘Celebrating Skin’ campaign

As every marketer knows it is notoriously tricky to create positive and sustainable consumer conversation around Fast Moving Consumer Goods.  As everyday items and life necessities, frequently purchased goods can be problematic when creating durable conversation points and generating ‘buzz’. 

The Sara Lee brand, Sanex, sought to directly meet this challenge by marrying a powerful advertising campaign with a complimentary online strategy – with impressive results.

The ad campaign

‘Celebrating Skin’ was designed to underpin Sanex’s understanding of the skin. Visually illustrating the skin’s natural processes by referencing people as ‘living’ skin cells.  Dance choreography was used to orchestrate over 100 bare human bodies to move and imitate skin.  Resulting in an enthralling and visual spectacle, fitting perfectly with the brand message that 'Sanex works actively with the skin'.

Sanex celebrates skin

A key aim of the 'Celebrating Skin' campaign was to take ownership of the 'healthy skin territory' across European markets online.  With little or no competitor activity embracing the digital arena, this was highlighted as a perfect opportunity for Sanex to further enhance brand visibility. 

Mark Slaughter, Sanex Global Marketing Manager comments, “immediate future developed an online PR strategy for the launch of the advertising campaign that had to work across Europe.  This was designed to support and strengthen communications activities by explaining and enhancing the brand story.  Clarifying the body and skin metaphor at the heart of Sanex.”
 
Slaughter continues, “Audiences were teased through the initial phase of the campaign with glimpses and sneak previews of the advertising and assets to come.  Driving traffic to the specially designed Sanex Skin microsite.  Collateral ranged from out-take clips and behind-the-scenes footage, to artistic and inspirational photography.” 

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