Petit Award: Branded Content
Elias World Media Group
Campaign: Blistex: Holiday Stocking Stuffer Ideas Under $10 Video
EWM produced a video campaign to promote the exclusive annual Blistex product which is launched each year in time for the holiday season. The campaign included a second video featuring the same product but with a post-holiday spin and strategy which also included the full line of 10 Blistex products promoting the brand line during the cold season and to help increase sales long after the holidays. The campaign promoted the Blistex line as inexpensive holiday gift idea and a must-have winter season beauty product, running during the pre-holiday and post-holiday season (from November to February).
Using the tag line, “A tip for every lip,” beauty expert Mickey Williams talked up how each Blistex product catered to a unique consumer need or desire, making Blistex essential and accessible to every consumer.
The strategy was two-fold in that it called for promoting Blistex as a fun and inexpensive holiday gift idea and as a top product for lip protection during the winter season.
National networks, nationally syndicated programs such as Independent News Network, The List, Coffee with America, Celebrity Page. Also DirecTV, cable, and satellite/dish systems on the following networks: E!, We, OWN, Bravo, ABC Family, and Pop Network ran the piece, as well as local morning shows in the top 30 markets, including Boston, Chicago, Washington, Phoenix, and LA. The videos were seen on major affiliates such as ABC, CBS, NBC, and Fox. Online sites also picked up the content, including Self.com, Bing.com, Yahoo.com, Glamour.com, EveryDayHealth.com, HarperBazaar.com, Allure.com, WebMD.com, RealSimple.com, TheDoctorsTV.com. All in all, the videos aired more than 450 times, with total TV impressions at nearly 20 million and web impressions at 9+million.