Botox case study

Botox IndiaCampaign

A case study by

BRAND CHALLENGES• The flagship brand of Allergan (NYSE:AGN) Botox® was

frequently hogging the headlines for all wrong reasons.

• The negative stories tickling in about the product were outcome of rampant misconception among people who were considering Botox® synonymous to any face related cosmetic treatments.

• Side-effects caused by spurious Chinese/Korean botulinium toxin and those caused due to faulty administration by untrained doctors were also being attributed to Brand Botox®

PR Objective Managing the bad press about Botox® where it is

being mentioned wrongly due to lack of awareness and misconception.

Positioning Botox® as highly effective and safe beauty procedure.

Educating consumers about the importance of consulting trained and experienced doctors for safe Botox® administration.

Highlighting various therapeutic usage of Botox®. Creating a new market for beauty-fillers.

Creative Solution Botox was positioned as “Healthy Beauty Treatment” & “Lunch Time” beauty

procedure to highlight its safety and convenience. Highlighting the humane side of Botox by underlining its use for treating severe

medical conditions such as Cerebral Palsy, Movement disorders, spasticity, migraine and many more.

Positioning Botox as equally beneficial and popular among men. Associating Botox with all major occasions when people pay extra attention on their looks.

One-on-one relationship building meetings with all healthcare editors/writers, sharing right information about Botox.

A group of important doctors formed to educate people about safety and effectiveness of non-surgical cosmetic procedures.

Media Education conclave were held with participation from all top publications. Celebrities were roped in for endorsement.

Result Over 1000 stories on Botox®, Juvederm™ and benefits of non-

surgical cosmetic procedure were generated. Multi-format campaign that included SEC-A, A+ newspapers,

magazines, TV channels and on-line portals. Regular coverage were ensured in leading publications like Times

of India, Hindustan Times, India Today, Outlook, Cosmopolitan, Vogue, The Hindu, Mid Day, Deccan Chronicle, Headlines Today, NDTV among several others.

Increased Sales and acceptability. Botox market leader in injectable cosmetic treatments.

SNAPSHOTS OF WORKMedia Mindshare

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