The brief:
Long-standing client, Karo Pharma, briefed the team at Trinity PR to maintain media momentum for Footner Exfoliating Socks, the hero product in its footcare portfolio. Following editorial success the previous year on the theme of lockdown DIY pedicures, the Client wanted to achieve “cult beauty” status, as well as causing a ripple effect with increased consumer coverage for “sister brand” CCS Footcare Cream
Our campaign:
A creative and stylish sampling gift pack for health & beauty journalists called Love Your Feet including product samples of Footner, CCS Footcare Cream, a personalised rose-gold mini-manicure set and breathable nail polish and James Read Tanning Mist. Brand Ambassador, podiatrist Dina Gohil, selected a nail shade of the season Plant Power Vegan Nail Polish from Nails Inc in a gorgeous pink colour (‘U Ok Hun?’) and offered her professional top tips to media on TLC for feet ahead of the Spring / Summer season.
Influence & impact
Footner Exfoliating Socks maintained a strong presence on health and beauty pages over the Summer. Coverage highlight: beauty journalist Sarah Jossel presented a bespoke segment on This Morning (audience: 1.2 million) featuring the product. Sales (in particular online) continue to rise: with a 47% increase year on year – with stocks completing selling out in the UK at one point!