Promoting a leading brand’s new value proposition
With over 100 years of expertise and a wide range of products, Scholl Wellness Company is the leading brand in foot comfort, aid and care. In 2023, Scholl launched a new, international and multichannel campaign with the slogan “Feel Foot Tastic” (French version “Le Bonheur à Vos Pieds”).
The campaign is part of an extensive brand modernisation designed to help drive reappraisal amongst their hero audience of men and women, 35 years and above, while also trying to reach a younger audience and win proximity with consumers.
Quercus supported Scholl and their international PR team at The Red Consultancy as a local partner for France. Rather than focusing on the campaign itself, we used Scholl’s evolution as a brand to highlight their latest product launches in both Mass and Pharma channels. We made sure to make it easy for journalists and influencers to appreciate the campaign, gain access to any kind of visual material they might need and, most importantly, try out the products by themselves. We also chose to collaborate with a freelance expert in consumer- and beauty-related topics on this campaign.
Our outreach strategy has delivered excellent results. In a few months, we have secured more than 40 pieces of coverage in relevant French print and online media for Scholl… and still counting.
40 pieces of coverage in top-tier media, including…
- Marketing & Communications press: CB News, E-Marketing, Le Média Com’, La Correspondance de la Publicité, etc.
- Trade press: LSA, Leader Réunion, etc.
- Beauty & Women’s press: Femme Actuelle, Gala, Prima, Yahoo Styles, etc.
- Health & Pharma press: Bien-Être & Santé, Doctissimo, Le Moniteur des Pharmacies, Santé Magazine, etc.
Overall estimated reach: +30M