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Case studies
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 CMPB: Got Milk? for Beauty |
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The California Milk Processor Board (CMPB) – creator of the Got Milk? / Toma Leche campaign, seeks each year to remind California consumers of the various benefits of drinking milk. 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? and Toma Leche 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 and get the red-carpet look without having to spend a fortune. Through more than a dozen print and broadcast interviews statewide, Ramos effectively communicated to women that the secret is proper nutrition and milk contains the necessary proteins and nutrients for better hair days.
To create word-of-mouth outside of the traditional media, RLPR hosted an event at Ramos’ chic salon Estilo for influential mommy, beauty and lifestyle bloggers. We pampered more than 25 bloggers in a fun, social setting by treating them to lattes made by an award-winning barista, 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. And they shared their experiences and what they learned via Twitter and blog postings with praise for milk’s power to produce beautiful hair, soft skin and strong nails.
To date, the effort has resulted in more than 17 million impressions and roughly $2 million in advertising value.
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