Background
Bob Martin is always exploring more effective ways to improve health care for pets. Having formulated a revolutionary deworming treatment for cats, Bob Martin appointed JBP to develop a PR programme to launch its Cat Spot On Dewormer.
Strategic approach
- Created an emotional link with the target audience by focusing on the love for cats and the need to take preventative action in deworming.
- Underpin the need for such a product through a cionumer omnibus survey to provide accurate statistics on how often cat owners use deworming products.
- Use the research to add value to the content of the press release, highlighting an ideal niche for the product in the pets market place.
- Support media relations activity with competition tactics in the printed press.
Tactics
- Before issuing press releases, JBP identified and approached key media contacts in the consumer press, national supplements, lifestyle press, pet special interest press and regional publications.
- Statistics from the research, high quality product photography and product samples supported the press release.
- Competitions were set up in regional newspapers and consumer publications to encourage cat owners to sample the product.
Results
- Media coverage achieved in 36 publications, including 5 national publications and 22 regionals.
- At the time of the campaign sales of the Spot On Dewormer accounted for almost 50% of all cat dewormers sold in the grocery channel.
- Bob Martin said the coampaign was without doubt the most successful product launch in the history of the company.
