Christmas taken care of at LloydsPharmacy
Skills area: Media relations
Objective: Promote Christmas range at LloydsPharmacy
Gravitas was handed a brief by LloydsPharmacy to help promote its Christmas range and drive sales.
First things first, Gravitas did its investigative work and found the average woman spends two whole days trawling the shops for the perfect gift. Using this information a visual press pack was prepared to encourage shoppers to save time and visit LloydsPharmacy as a one stop destination.
The press pack featured a cut out shopping list with what to buy for whom, with everything from beauty weekend bags to fragrances and a cuddly reindeer to the Disney Frozen Beauty Case. A “best buy” stamp of approval was designed to help buyers make a snap decision.
To generate anticipation, a “12 days of Christmas” mailer was posted to key media. Gravitas also picked out key mummy bloggers and sent bundles of products for review as well as hitting the phones to “sell-in” the range to national, consumer and regional press to achieve product on page coverage.
Activity resulted in blanket print and online media coverage which reached seven million shoppers. Highlights included the Frozen case being in the Daily Mirror’s “10 best Christmas gifts for girls” and in a roundup on the Daily Mail’s blog as a “best gift for kids”.
LloydsPharmacy has since announced its most successful Christmas trading performance in seven years.