case studies | Neodyne
Neodyne | Embrace
Driving business results: ‘A Beautiful Return’ launch campaign with Serena Williams
Embrace Active Scar Defense, a silicon dressing used to treat scars, had very low awareness among consumers. Additionally, the scar therapy category was extremely crowded with little differentiation between products. The market leader had an advantage over other products due to its availability at major retailers and extensive DTC marketing efforts.
case studies | Neodyne | Embrace
Results
Our Approach
Upon learning about the challenges Serena faced with her C-section and emergency surgery, Neodyne’s Embrace product was sent to Serena by GOLD to try. The goal was to partner w/Serena so she could share her story through a positive, authentic and relatable experience using the product to educate others in similar situations.
GOLD strategy included a NYC lifestyle press tour starting w/an SMT, two national TV segments and 15 interviews over two days with top tier lifestyle media. She positioned Embrace as one of the critical items that helped her recover from surgery and prepare for her return to tennis.
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Our Impact
- Highest sales and consistent MOM growth following the media campaign in company history.
- Opened the doors to secure CVS and Walgreens retail partnerships
- Media results tracked through online tools; sales lift was tracked through affiliate link analytics and Google Analytics data from ecomm site