Why is this work relevant for PR?

This campaign is relevant as the objective is to tell the brand story and influence positive societal change, rather than increase sales.The brand's mission is to "support those who strive for the best". Team BAND-AID stood to address the root societal cause of blisters, effectively limiting the suffer caused by blisters, even while risking product sales. To trigger a movement, messages were targeted not only towards job-seekers but also corporate HR departments. As a potential PR power, there were massive re-tweet and posts with hashtag, it has achieved 14.2 Million Twitter posts impressions.

Background

In Japan, the compulsive custom of wearing heels has become a political issue, of which the damage inflicted mostly on job-seeking students. Due to unspoken rules, companies forced college students to wear high heels and dress shoes that they are not used to wearing. BAND-AID for Blisters was a big seller because of this, but the situation in which BAND-AIDS were being sold with agonizing students was far-off from the brand mission, “stick with it”.

Describe the creative idea (20% of vote)

In order to support those who strive for the best, the BAND-AID team believed that they should minimize the suffering caused by blisters, even with the risk of decreasing sales. Utilizing platforms such as digital media, they proposed “job-sneakers for job-seekers”, an idea of wearing sneakers for job-hunting instead of heels and dress shoes that causes blisters. Johnson & Johnson, the distributor of BAND-AID, recommended wearing sneakers for job-hunting. They have also suggested “job-sneakers for job-seekers fashion” cooperating with one of the prominent retailers of Japan who supported this idea.

Describe the strategy (30% of vote)

There was a situation that other competitors were driving their sales and there were no significant difference from functionality stand point. Then, brand stopped product differentiation approach, and started to making targeted people feel sympathized deeply with Band Aid's brand purpose "Stick With It" to raise brand equity and to increase fan base.

Describe the execution (20% of vote)

Element: Press Release, OOH, Digital Location/Platform: Stations, Department Store, and SNS Date: 26/03/2019 to 30/4/2019

List the results (30% of vote) – must include at least two of the following tiers:

Estimated Earned Media: $1.2 MM Return on Media Investment: 1：11 Twitter Post Impressions: 14.2 MM Impressions Despite NOT actively endorsing the products, BAND-AID sales rose to 200% among the target.