Background

Vitamin supplement specialists Vitabioticswanted, through PR activity, to raise awareness of their WellwomanTricologicproduct, which nourishes hair and helps to maintain healthy hair follicles.

Strategy

Opinion Matters explored women’s perceptions and concerns in relation to hair loss.

A sample of 3,016 women aged between 25 and 70 took part in the research that was used as the basis to achieve targeted media coverage. Results were split by age, city, employment and relationship status demographics to make them even more pertinent to target audience and media. A cross section of the respondents had suffered hair loss, and we used this to deliver insight into impact on daily life.

Vitabiotics were advised that the use of case studies would strongly enhance the relevance of the results. Case studies were recruited through data collection from respondents and used to highlight key messages and provide impactful peer to peer communication. Particularly useful in campaigns such as these, case studies add credibility to the points being made and raise the value of the findings by providing real life anecdotes.

Results

On the back of the results and availability of case studies generated by the research, media attention to the campaign came regionally and nationally and Vitabioticslaunched a helpline through December which sufferers could call to alleviate their hair loss worries.