Table of Contents 6 2012 OVATION Awards Winning Entries

6. MEASURMENT/EVALUATION
The campaign met or exceeded goals, most notably the results exceeded the reach goal by 100% and
the total story goal by 16%.
Goal: Drive beauty press coverage.
Specifically:
Secure 8 million in reach. RESULT: 15,933,323.
Secure 25 stories. RESULT: 29
Generate coverage in 35% of targeted outlets. RESULT: 35.6%
Coverage highlights (as measured by MRP criteria):
100% of coverage included a company or brand mention
86% of coverage included the product message (the primary campaign message): Replenishes skin’s
moisture as you sleep
62% included a photo
55% of coverage included the charitable initiative (the secondary campaign message)
Noteable outlets: CP24 Breakfast (Live Eye), Globe and Mail Beauty Pages (Print and Online),
Chatelaine beauty pages (Print and Online), Lououmagazine.com, Flare beauty pages (Print and
Online), Best Health Magazine beauty pages
Deliver a plan within a budget of $50,000
Secured designer and contractor services free of charge
To save on fees, volunteers from both APEX and Jergens were enlisted to help during the
“Overnight Fix”
Long lead beauty media were communicated to via a cost‐effective mailing instead of a typical
beauty event
APEX worked with Lisa Canning and Christian Pavey to ensure the design plan including décor and
furniture came in on budget
In summary, APEX won the client and the media over with their fresh approach.
Post event client email from Heather Carney at Kao Brands (Jergens): A big thank you to the entire APEX
team – and our two inspired and amazing professional volunteers – for a successful makeover this
morning! From a business perspective, the creative concept delivered on securing the ever‐elusive
broadcast coverage that we rarely achieve to a high level – well done! From a non‐business
perspective, the entire team absolutely over‐delivered. The residents were clearly delighted with the
results, which made the effort all the more worthwhile. When the end result makes such an impact, it
is definitely a rewarding experience.
Tweets from editors such as FASHION Beauty Director, Lesa Hannah, sum it up: “Dear @apexpr, your
@JergensCanada mailout is GENIUS: no beauty event & instead donate items to @YMCAGTA's
woman's shelter. #PRWIN”