When Nestlé asked Frank PR to drive national coverage for Skinny Cow Hot Chocolate and increase the number of fans on its Facebook page, it drafted in Kelly Brook to front a campaign allowing women to swap their unwanted clothes guilt free. The resulting coverage drove 20,000 new Facebook fans and raised £15,000 for Marie Curie Cancer Care.
Campaign: The Skinny Cow Swap Shop
Client: Nestlé’s Skinny Cow Hot Chocolate
PR Team: Frank PR
Timing: January 2010 – March 2010
Budget: £125,000
Overview
Nestlé’s Skinny Cow Hot Chocolate launched the Oh Yes You Can Campaign platform in order to highlight the low-calorie (37 cal per mug) content of Skinny Cow Hot Chocolate. To build and extend this platform, Skinny Cow wanted to engage women via national press, social media and also build on their existing Facebook base.
Kelly Brook donates items of clothing towards the Skinny Cow Swap Shop
Objectives
Frank PR was asked to deliver the Oh Yes You Can messaging to Skinny Cow’s target audience and deliver national coverage in key target titles and online for Skinny Cow. The team was charged with generating as much buzz coverage as possible pre, during and post the event, and adding as many fans as possible to the existing Skinny Cow Facebook page. Finally the agency was asked to raise money for Marie Curie Cancer Care, Nestlé UK’s charity of choice for 2009 and 2010.
Strategy and implementation
To leverage the Oh Yes You Can campaign we decided to create the Skinny Cow Swap Shop which allows consumers a guilt-free opportunity to exchange their unwanted clothes for celebrity, designer and other women’s items. We created two physical ‘pop-up’ shops and also online versions at the Skinny Cow Facebook page.
The team secured Kelly Brook (pictured) to front the campaign and she was used in media interviews, vodcasts and imagery to drive traffic to the Facebook page. Once there, consumers were invited to become a fan of Skinny Cow and enter a random draw to be in with a chance to attend one of the two pop-up swap shops (in London and Manchester) which were organised, branded and managed by Frank.
The physical swap shops were created to look indulgent and luxurious with great clothes and accessories on offer. There was also plenty of Skinny Cow hot chocolate being sampled. Influential bloggers and key opinion leaders were invited to attend the swap shops and get a sneak preview which helped generate buzz online.
Kelly Brook attended the London swap shop where photography and video content for online was captured by TNR communications. This was then released to all national, consumer and online media to drive further traffic to the Facebook site. Those Skinny Cow fans who were not invited to attend one of the events were automatically able to participate in the skinny dip, an online version of the swap shop, where women could ‘tag’ an item and win it.
For both, the swap shop and online skinny dip celebrity clothes and retailer donations were sourced by the team to help create further excitement around the event. For each celebrity/retailer donation made Skinny Cow made a contribution to Marie Curie Cancer Care, Nestlé UK’s charity of choice for 2009 and 2010. The charity also had a presence on the Facebook page and at the swap shops so consumers could also make a donation if they wished.
Results
In total 95 pieces of coverage were achieved including the front pages of the Daily Express, The Metro, Look, Now, Cosmopolitan online and Heat generating a PR value of £645,978.
As a result of the campaign 20,000 additional consumers joined the Skinny Cow Facebook page with the page seeing six times more wall posts than before the campaign launched and more than 1,000 extra comments posted on the wall.
14,500 consumers entered the Skinny Dip with 10% of them staying on the site and participating all day. In total more than 150 retailer and celeb items were donated and a total of £15,000 was raised for Marie Curie Cancer Care.
Click here to watch the Video produced for The Skinny Cow Swap Shop
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