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Case Study: Allergan Hires Nadia Comaneci and Mark Spitz for Your Personal Best Consumer Education and Safety Campaign
Client : Allergan
Project : Education and Safety Campaign
Celebrity : Nadia Comaneci and Mark Spitz
Allergan – makers of BOTOX Cosmetic and JUVEDERM dermal fillers - is a global, technology-driven multi-specialty health care company.
BOTOX® Cosmetic is a simple, nonsurgical, physician-administered treatment that can temporarily smooth moderate to severe frown lines.
The JUVÉDERM® dermal filler family of products, is the next generation in hyaluronic acid dermal fillers that provide a smooth, long-lasting correction of moderate to severe facial wrinkles and folds.
Allergan wanted to generate a dialogue among consumers and their physicians about non-surgical anti-aging options and the importance of seeing a trained and qualified aesthetic specialty physician.
The Allergan strategy was to create an education and safety campaign targeted to men and women called Your Personal Best. The goal was to raise awareness anti-aging options available to women and men, including BOTOX® Cosmetic to help them look and feel their personal best.
To help accomplish this goal Allergan hired celebrity Olympic athletes Nadia Comaneci and Mark Spitz as spokespeople for the campaign. The strategy was to leverage the appeal of Nadia and Mark to break into lifestyle and sports media.
Nadia and Mark received treatment with BOTOX® Cosmetic by a qualified aesthetic-specialty physician as part of the Program.
Your Personal Best campaign launched in July ’08 at the height of Olympic fever. Nadia and Mark completed a national media tour resulting in widespread national coverage including CNN American Morning, Entertainment Tonight and ESPN’s “Mike and Mike in the Morning”.
Mark and Nadia conducted a 24-city Satellite and Radio Media Tour. Photos of Mark and Nadia receiving BOTOX treatments were featured on an electronic Jumbotron in Times Square where more than 1.5 million people viewed the photos.
Overall, the campaign garnered nearly 225 million media impressions, and helped bolster BOTOX Cosmetic’s positive to negative message ratio to 4.94:1.
Educational consumer events were held in five cities including Miami, Dallas, Philadelphia, Houston, and Chicago. Mark and Nadia shared their personal reasons for being treated with BOTOX Cosmetic with more than 500 attendees at each event.