Table of Contents 6 2012 OVATION Awards Winning Entries

lieu of a conventional media launch, APEX and Jergens would execute a low‐key, 24‐hour makeover of a
women’s shelter.
2. INTENDED AUDIENCE
Consumer Audience:
Canadian women aged 18‐45 who are “committed to beauty” and shop within the value channel at mass
drug (e.g. Shoppers Drug Mart), grocery (e.g. Loblaws) and department stores (e.g. Walmart).
Media Audience:
Canadian beauty media and bloggers.
3. PR OBJECTIVES (as per client brief):
a) Drive beauty press coverage. Specifically (as included in the client‐approved PR plan):
Achieve a goal of 8 million in reach
Generate coverage in 35% of targeted outlets
Total of 25 stories
b) Deliver a plan within a budget of $50,000
4. SOLUTION OVERVIEW
Research & Planning
Media Coverage Audit
APEX conducted an extensive review of beauty coverage to determine which brands had already
launched night‐time lotions. The research uncovered that a number of brands had previously launched
night‐time lotions, including, Avon, Aveeno, Bath & Body Works and Johnson & Johnson.
Intelligence Gathering re: Beauty Launch Events (specifically for media)
APEX reached out to key influential media to gather intelligence on recent beauty launch events by
industry competitors. The team learned that the stakes were higher than ever. Press trips to exotic and
sophisticated destinations were becoming increasingly popular with locals such as Costa Rica, Paris and
Sumatra. Estimating that a trip of this calibre would require a budget of at least $100,000, APEX quickly
realized that the team had to shatter the existing formula for a beauty launch and come up with a fresh
approach that met coverage expectations within the given budget.
Brainstorming Session
The most pivotal tactic in APEX’s planning process was a highly successful brainstorming session with
eight of the team’s most creative minds. Instead of simply asking “How can we launch a new night‐time
beauty cream?” APEX’s creative thinking lead to a broader approach to beauty and women’s real needs
and wants. The team was inspired by the idea: “What can WE fix?” and ultimately, “What can we fix
OVERNIGHT?” The ideas generated during the session were broad, innovative and fun. In the end, the