Dialogue developed an annual PR plan to increase brand awareness and trial of Lucas' Papaw Remedies through an earned media relations and influencer strategy.
Program Objectives:
- Drive awareness for the brand, bringing key messaging back to the ointment's wound care and healthcare credentials
- Position Lucas’ Papaw Remedies as the authentic, original papaw ointment brand and highlight its multiple uses
- Encourage consumers to choose Lucas’ Papaw Ointment over all other ‘papaya’ ointments
Media Relations Campaign - targeted and themed media release distribution throughout the year supported by targeted media sell-in for different product usages and audiences
Product sample placement - proactive and reactive earned media and influencer outreach, targeting health/beauty, travel, athletes/fitness and parenting content creators
Creative media kits - produced and distributed to creatively communicate brand and product messages and gain social media coverage
Paid advertorials - developed to support key trade pharmacy and retail channels
Sponsorships - reviewed, recommended and facilitated product contra deals
total audience reach
across print, online and social
