PUBLICITY | CELEBRITY SOURCING AND MANAGEMENT | EVENTS | MEDIA MANAGEMENT | MEDIA PARTNERSHIPS SOCIAL MEDIA CRISIS MANAGEMENT | STRATEGY AND PLANNING
INSIGHT
Jenny Craig was becoming an obsolete company. Its clientele was diminishing and those that remained, were in the upper age bracket. We were asked to sign a celebrity for Jenny Craig that would regenerate awareness of the business and promote sign-ups.
THE MECHANIC
- We signed Magda Szubanski for Jenny Craig, developed a year long sustainable PR Campaign to ensure maximum coverage,
- We generated a number of events during the year,
- We undertook issues management
- We generated 11 magazine front covers, 9 television exclusive major interviews,
- We managed Magda’s appearances, managed Magda’s weight loss milestones and managed all Magda major events
- We created numerous media partnerships.
THE RESULTS
- 4,860 clippings achieved over one year
- Reached 149,040,000 people
- Cost per opportunity to see was $0.01cents
- Increased Jenny Craig’s business by 307%
- Grew inquiries from 40 per week to more than 1,000 per week
- 15 Magazine front covers
WHAT THE CLIENT SAID.
“The Magda campaign was absolutely transformative for the Jenny Craig business.
The results we gained from the enormous publicity were completely unprecedented anywhere in
the world. The campaign allowed the Australian public to go on the journey with one of their much loved heroes and its success was nothing short of brilliance.”
SHANE HUNTER, MARKETING DIRECTOR, JENNY CRAIG