Summer PR campaign for dm drogerie markt – Women’s health
Focusing on women's health: how we opened up the issues of women's cycle and self-care.
- PR & Media Manager: Jana Kačmárová
- Executive Director: Markéta Kohoutková
- Senior PR Manager: Martin Svoboda
About dm drogerie markt
With 249 shops in the Czech Republic, dm drogerie markt s.r.o. is the leading chemist’s chain. It markets a number of private labels, including Balea, alverde natural cosmetics, babylove, Mivolis, Denkmit, SUNDANCE, dmBio, trend !t up or SEINZ. We have been taking care of dm drogerie’s media relations for more than three years, providing the domestic media with information on what is happening in the company, commentaries on the market, ensuring media coverage of planned campaigns and also bringing up society-wide topics.
Client brief and our role
Our client dm drogerie markt approached us regarding media coverage and promotion of a planned campaign focused on women’s health. The dm drogerie markt campaign aimed to raise awareness of taboo issues and start the corresponding debate.
The main topics of the campaign were self-love, inner beauty, the menstrual cycle, the need for relaxation and mutual support among women. Closely linked to the topics were products from private brands such as Mivolis, dm bio or Balea.
The PR strategy combined several media relations tools
Following the client’s brief, we prepared a three-month PR strategy with a focus on intensive media relations. In terms of specific PR tools, we chose a combination of different types of media materials, press packs and an exclusive survey on women’s health. The client’s communication positioned the organization as one that emphasizes physical and mental health education and is not afraid to speak openly about this topic.
A STEM/MARK survey among Czech women yielded exclusive data
As one of the pillars of communication, we chose an exclusive survey among Czech women to monitor how much attention women were paying to their own health. The survey was conducted in cooperation with the STEM/MARK agency. We focused on female respondents between 18 and 64 years of age in order to cover as broad a segment as possible and therefore obtained unique data about the Czech setting.
The survey found, for example, that just under a third of Czech women get a good, deep night’s sleep, while half of women get only six to seven hours. It also revealed that up to 7 in 10 women suffer from occasional pain and 78 per cent of them take pain medication. Concern for one’s own health was reflected, for example, in dietary supplements, which 91% of Czech women take at least occasionally.
Challenge? Summer timing
The timing of the campaign, which covered the period from June to the end of August, proved to be a specific challenge. The core of the campaign coincided with the summer holidays and vacation time. We therefore had to adapt our individual communication with each journalist regarding the packages with the chosen products. Eventually, we not only managed to get the press packs to the journalists in order and on time, but we also ensured adequate media coverage of the products during the summer holidays.
Results of the three-month PR campaign
Thanks to a well-chosen combination of individual PR tools, we managed to cover a wide range of media. Over the course of three months, the campaign achieved at least 36 media mentions. Lifestyle and fashion magazines accounted for the largest share, followed by marketing-oriented media, social, health and family publications.
In terms of media type, online media accounted for two-thirds of the mentions, while a third appeared in printed media. We ensured mentions in Novinky.cz and Blesk, as well as in the magazines Ona Dnes, Marianne, Chvilka pro tebe, Moje psychologie, Glanc, Kondice and Exkluziv. However, the campaign continues to resonate in the media even after its formal end and the amount of media coverage continues to increase.
Media mentions
WE HAVE SUCCEEDED IN RAISING THE PUBLIC DEBATE ON WOMEN’S HEALTH. THANKS TO THE COOPERATION WITH LESENSKY.CZ, THE ESTABLISHED COMMUNICATION STRATEGY ENABLED US TO REACH A WIDE RANGE OF MEDIA AND THE PUBLIC. WE ALWAYS APPRECIATE THE FRIENDLY APPROACH AND PROFESSIONALISM OF THE AGENCY.
Jiří Peroutka, Communications Manager at dm drogerie
Kontakt
Potřebujete pomoci
s public relations?
Využijte sílu konceptu PR 360®. Vybereme pro vás ty nejvhodnější marketingové nástroje a společně s vámi vytvoříme efektivní a funkční strategii.
