Aligned with its new positioning of ‘caring for those who care’ and in conjunction with International Women’s Day 2023, Morning Fresh acknowledged the paramount caregivers (women) in society. In light of this, the brand sponsored an all-expense-paid pamper trip, capitalizing on the relaunch of the Morning Fresh Antibacterial Dishwashing Liquid.
PR was enlisted to orchestrate the event and oversee the CTE phase of the campaign, with the following objectives in mind:
- Foster top-of-mind awareness for the brand.
- Encourage consumer participation in the Take a Pause campaign.
- Recruited and managed influencers throughout all campaign stages, generating 70% earned mentions from influencer engagement.
- Ensured and managed influencer fulfilment of prize selections, including weekly hamper boxes and the Pamper Trip winners’ Lakowe destination.
- Coordinated campaign winners’logistics for the Lakowe Pamper Trip.
- Managed campaign amplification across third-party platforms during the campaign and post-event.
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