Sloggi

When Sloggi needed to drive retail sales in Australia and around the world, they brought Polkadot Communications in to help. With an array of celebrity endorsements, we ran a massive PR campaign to promote the now legendary Australia's best bottom competition! It was a rather cheeky campaign...

 

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Executive Summary

Sloggi is well known internationally as a funky and cheeky underwear range.

The international competition to find the world’s best bum became the primary focus for the brand and a PR, event and social campaign followed with an interactive campaign to go in search for Australia’s best assets!

The Challenge

Sloggi is a popular lingerie brand in the young women’s market. Polkadot Communications were hired to promote their international “Show Me Your Sloggi competition, which was a search for Australia’s and the world’s best bottom.

The campaign was twofold: we ran a fully integrated PR campaign to search for Australia’s best bottom (male and female) and held a grand final event at the popular Blue Hotel in Sydney, with a secondary focus on promoting the Australian representation in Paris during the international final.

The campaign utilised online media via the entry mechanic and throughout the promotion, we drew on celebrity endorsements from Hugh Jackman’s personal trainer and other local Australian identities.

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To promote the comfort fit of Sloggi to a young audience.

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To put Australia on the global map with the best bum winners from Australia.

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To drive consumers into the retail stores to purchase Sloggi and be part of the competition.

Our Solution

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Step #1

The national scope of the competition meant we could seed the story in national titles and regional and local newspapers, often resulting in front-page stories.

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Step #2

We offered an exclusive interview with the winner, securing us TV coverage on ‘The Morning Show’ the morning after the competition announcement.

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Step #3

Our agency promoted the grand-final event to the media, and it was named ‘party of the week’ in social pages and drew an influential crowd.

Results

Through the “Show Me Your Sloggi” competition we were able to position the brand in a fun and light-hearted fashion to drive consumers into retail to purchase.

The results also meant that the hits to the website increased due to the mechanic to vote and post-event coverage meant that consumers saw the brand as exciting and cheeky, exactly what they wanted.

The multi-element campaign included a robust media relations program as well as an event which was well attended by media and celebrities attracting nationwide coverage across online, broadcast and print media.

 

Campaign Stats

  • Month #1 – Clippings 33% 33%
  • Month #2 – Clippings 51% 51%
  • Month #3 – Clippings 59% 59%
  • Month #4 – Clippings 75% 75%
  • Month #5 – Clippings 86% 86%
  • Month #6 – Clippings 97% 97%

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Statistic #1

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Statistic #3

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Take a look at our some of our other great success stories...

Client Love

UGG Australia

“Polkadot Communications is a no-nonsense, down-to-business PR operation that delivers great results.

“We needed to gain traction with our target consumers over and above what we could do with advertising.

“Polkadot Communications achieved excellent results with strong product features in key media channels, as well as presenting the brand in interesting and alternative ways we would never have imagined.

“The results surpassed our expectations. I would strongly recommend Polkadot Communications to any organisation seeking a tangible public relations presence.”


Paul Karis, General Manager Brands, True Alliance, Australian importers of UGG Australia

Polkadot Communications, Public Relations, Social Media Management, Event Management, Digital Marketing
5.0
2017-07-10T13:25:16+00:00

Paul Karis, General Manager Brands, True Alliance, Australian importers of UGG Australia

UGG Logo Polkadot Communications Client PR Sydney
5
1

FREE Communications Strategy Review

Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

Let's take the first step together and book a free 30-minute consultation.

FREE Communications Strategy Review

Would you like to know what our Director and communications expert, Dionne Taylor, thinks about your brand and if strategic communications could grow your business?

Let's take the first step together and book a free 30-minute consultation.

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Contact Us

Sydney Office

POLKADOT COMMUNICATIONS

T: 02 9281 4190
F: +61 2 8569 0348
E: [email protected]

ADDRESS:
Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney,
NSW 2022
Australia

Latitude:
33 deg 53 min 27.038 sec S
Longitude:
151 deg 14 min 42.219 dec E

Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

282/290 Oxford St, Bondi Junction NSW 2022, Australia
Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

Direction
Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

282/290 Oxford St, Bondi Junction NSW 2022, Australia
Polkadot Communications

Suite 104, 282-290 Oxford Street,
Bondi Junction,
Sydney
NSW 2022
Australia

 

Direction
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Contact Us

Canberra Office

POLKADOT COMMUNICATIONS

T: 02 9281 4190
F: +61 2 8569 0348
E: [email protected]

ADDRESS:
PO Box 7418
Fisher
ACT 2611
Australia

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