The Challenge
As part of their 50th Anniversary celebrations, Simple embarked on a nationwide search for an Adult and a Teen 'Simple Star' to represent the Simple brand online. No previous marketing skills were required, though the Stars were to have the brains of a marketer, an engaging personality, an interest in online media and overtly support the values that embody the Simple brand. The challenge was essentially twofold - to get people engaged with the brand and enter and also to raise the profile of the brand amongst the Beauty and National press.
The Outcome
The campaign ran for 5 months with an initial phase of candidate recruitment. This was followed by an effective and concerted PR and social media campaign to ensure that the brand and campaign messages were disseminated widely and virally. Candidates were encouraged to generate votes and the top 10 took part in a Beauty Boot Camp, where one winner from each category was 'crowned' Simple Star and Teen Simple Star.
Branch worked tenaciously and inventively with limited resources to gain significant online and offline press coverage.
The Results
Amazingly over 5k candidates entered in the first 6 weeks of the campaign. During the campaign period, PR, voting via social media and email communication led to 1.5 million hits on the Simple.co.uk website. Branch are confident that this was due in part to the staggering PR reach figure of over 90 million for the campaign!
Don't Just Take Our Word For It
Here's what Simple think about us...
