Title of entry: The Butterfly Effect
Client Name: Holland and Barrett
Agency Name: Pegasus Public Relations
The CIPR Pride Awards are a yearly award given to great PR campaigns all over the UK.
- A campaign theme ‘Butterfly Effect’ playing on a well known phrase to show how small changes, such as those Holland & Barrett’s is making as part of Plan-It-Green policy, can have a big effect.
- Increase profile of key spokespeople and develop Holland & Barrett environmental credibility among their eco target customers.
- Utilise range of media activities to ensure campaign is made relevant.
Butterfly Effect Press Briefing: 12th November 2009
- London Zoo was chosen as the venue for the briefing allowed interviews and photos to take place in the Butterfly paradise enclosure to tie into the butterfly effect theme.
- The venue was used earlier by Gordon Brown to deliver manifesto on Global warming and would therefore be familiar to target audience.
- High profile business, consumer affairs, environmental and industry journalists were invited to the briefing were Holland and Barrett's CEO Peter Aldis unveiled the retail chain's Plan it green strategy and introduced the new butterfly bags.
- Professor Jeremy Thomas discussed his conservation work the large blue butterfly and how Holland and Barrett supported his project to bring back the species from extinction in the UK.
- All attendees received exclusive signed copies of Sir David Attenborough's book 'Life Stories' inside with the new jute butterfly bags with a full press pack.
The campaign met all the objectives which were stated in the strategies:
- Using independent media evaluation, the three month campaign created over 55million opportunities to see through 26 items of coverage with an equivalent PR value of £554,623 representing a 18 to 1 return on investment.
- Two distinct waves of press coverage followed the press briefing in mid November and on the 1st of January.
- Press briefing was attended by 13 broadcast, national, business and consumer journalists including the Daily Mail and Radio 4’s The Today Programme.
Raise awareness of Holland & Barrett as an environmentally aware retailer and communicate social responsibility.
· 70% of the coverage cited Holland & Barrett as being the first major retailer to ban plastic bags.
· Grabbed attention of Dimoldenberg Labour Group leader at Westminster council who commented about the ban.
Increase profile of key spokespeople and develop Holland & Barrett environmental credibility among their eco conscious target customer.
- Holland and Barrett CEO Peter Aldis was quoted in 3 quarters of the press coverage.
- Eight articles across eco and environmental specific media congratulating Holland and Barrett for banning plastic bags.
- Numerous tweets were seen across twitter again congratulating and supporting the ban at Holland and Barrett.
Utilise range of media activities to ensure campaign is made relevant for health pages, business targets and consumers to maximise campaign reach.
- Coverage across a wide variety of media from daily national newspapers such as The Daily Mail and The Guardian, to specialist eco titles such as Green My Style, business titles such as Real Business and industry publications including Health Food Business and Retail Week.
I believe that this was a great campaign full of creativity which matched the strategy and deserved to win a Gold award. Well done Pegasus PR.
My questions to you are as follows:
- Do you think it deserved a Gold award?
- What did you think about the briefing being held in London Zoo: Butterfly paradise a good or bad idea?
- Did you like the creativity of the campaign?
- Finally, what would you rate this campaign out of 5? And why?
Your comments and feedback please.