When Braun created two new smart blood pressure monitors across EMEA, the brief wasn’t about launching the tech, but to challenge perceptions and change human behaviour to encourage people to get the ‘green light’ for their heart.
Drawing on our consumer health expertise, we knew success lay via a relevant and engaging content package, to speak to the audience and resonate with media, resulting in impactful coverage with a clear, simple and effective call-to-action.
In depth market research, media auditing and competitor analysis identified the perfect expert spokespeople to build the foundations of the campaign, Braun’s Healthy Heart Panel. A panel with authentic conviction to build a dialogue, demanding the attention of our target audience and fundamentally building trust and authority in Braun’s new products.
Embarking on a content development day, we hosted a media roundtable, filming, Q&A’s and photography, building assets for the pan-European campaign and toolkit, including market specific micro-sites, influencer engagement and media relations.
Results: The campaign was able to shape opinion and engage our audience – resulting in behaviour change. PR as a channel build what couldn’t be bought; depth of messaging; influence; and a real reason to believe in Braun.
The results speak for themselves – sales rocketed by over 400%; over 150 pieces of coverage in each core market; 78% pieces of coverage featured product image and backlink; 4.9/5 star consumer ratings.