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“Until you’ve lost
your own reputation, you never realize what a burden it
was or what freedom really is.”
– Margaret Mitchell
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Product Launch
In today’s consumer–driven world, making your product stand out
is more important than ever.
Whether it’s a local, one–day event or an international, multi–phased
roll out, the Reputations team can transform your product launch
from blah to brilliant. Don’t believe the hype? Just ask mondonation.
Case Study: Mondonation
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CHALLENGE
To launch an
ethical, affirmation–based lifestyle brand for less than
$10,000. The key was to emotionally involve the public by engaging
them about their own beliefs and connecting that emotion to the
brand.
STRATEGY
“We are naked without our beliefs!” – An interactive campaign
featuring street marketers who were “naked without their beliefs”,
engaging people on Vancouver’s busiest shopping thoroughfare to
join the experiment and proclaim their own beliefs. Concurrently,
a media event was held at a high–profile beach featuring nude models
who were “naked without their beliefs”.
RESULTS
The campaign exceeded earned-media expectations by garnering coverage
on both CTV and BCTV Global Evening News, as well as the front
cover of 24 Hours, Vancouver’s most widely read free daily. In
Vancouver, more than $140,000 in earned media resulted from interest
in the launch. Motivated by the launch message, two university
students carried mondonation’s message on a cross-Canada bike tour
raising funds for charity.
click on image to enlarge
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