When you think of Johnson & Johnson’s Band-Aid, does the word “fashion” come to mind?
To promote Band-Aid as a trusted brand among fashion-forward adult women, RF|Binder created a partnership between the brand and fashion designer Cynthia Rowley. Rowley designed a limited-edition Band-Aid Brand Beach Sport Kit. To launch the product, RF|Binder organized a series of fashion-related events for the media, consumers, and celebrities.
For its successful event series, RF|Binder claims first place in the Best Event Marketing category of the 2013 PR Daily Awards.
The first event RF|Binder planned was a backstage reception for media at Cynthia Rowley’s Fall/Winter Fashion Week Show. At the reception, media could check out Rowley’s designs as well as the Band-Aid Beach Sport Kit. After the event, RF|Binder sent the editors who attended the show Summer Survival Kit mailers, which included Beach Sport Kit samples, Band-Aid branded beach towels, and various beach-friendly products.
RF|Binder targeted consumers at the second event—an Alabama Shakes concert in New York City’s Central Park. RF|Binder invited influential industry bloggers to the event, and encouraged them to post about the Band-Aid Beach Sport Kit on their blogs and social media profiles. RF|Binder also distributed the kits to concert-goers.
The third event was actually a series of parties hosted by celebrities, including Ashley Tisdale, Maria Menounos, and Minnie Driver. Celebrities tested out the kits and snapped photos with them.
Overall, the campaign was a success. The event series sparked 20,000 Facebook and Twitter users to engage with Band-Aid, landed two segments on “The Today Show” in two months, appeared in well-known print publications such as Fitness magazine, and produced more than 31 million media impressions.
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