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Case Studies
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 Beauty |
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Year after year, the California Milk Processor Board (CMPB) – the creator of GOT MILK? and TOMA LECHE, reminds Californians about the various health benefits of drinking milk through its advertising and public relations campaigns. One of these benefits is strong, healthy, shiny hair.
In 2009, RLPR developed a multi-faceted public relations campaign to remind California women that proper nutrition – including drinking milk – is the key to having the beautiful tresses of the Hollywood elite.
GOT MILK?/TOMA LECHE with the help of RLPR teamed up with Stylist to the Stars Robert Ramos, who works with the likes of Jessica Alba and Eva Mendez.
He appealed to the average woman looking to unlock the beauty secrets of celebrities to get the red-carpet look without having to spend a fortune.
Through print and broadcast interviews statewide, Ramos effectively communicated to women that the secret to healthy locks is proper nutrition with milk. Milk contains the necessary proteins and nutrients for better hair days.
To create word-of-mouth outside of traditional media outreach, RLPR hosted an event at Ramos’ chic salon Estilo inviting influential mommy, beauty and lifestyle bloggers. RLPR pampered more than 25 bloggers in a fun, social setting by treating them to lattes made by an award-winning barista as well as manicures and hair consultations with Ramos himself.
In this creative manner, the women in attendance learned about the health and beauty benefits of drinking milk for strong healthy shiny hair.
The effort has resulted in more than 17 million impressions. |
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