Elizabeth Arden optimises coverage for new product launches and drives consistent increased EMV

media solutions

the challenge

Elizabeth Arden wanted to achieve precise targeting of high quality PR coverage and EMV across both traditional print and online and social.

Keeping Elizabeth Arden ranked in the top ten brands in terms of PR value is a key business metric for Paula Smith, PR Director for Elizabeth Arden at Revlon UK. 

the solution

We implemented mediaPRO to allow them to measure their EMV to ensure they are meeting business objectives.

This allows Elizabeth Arden to

  • accurately analyse the value of PR by tracking a proprietary media list across print, online and social for 950 brands including Instagram, Instagram stories and YouTube.  
  • monitor key competitor PR activity as well as providing empirical input for accurate promotional spend and understanding trends in the beauty industry.

the results

mediaPRO has helped Elizabeth Arden to more accurately target titles, journalists and Social Influencers who are most likely to generate the high quality, science-led content the brand is looking for. 

This data has enabled Arden to adjust brand spend based on empirical insights and ultimately consistently achieve high levels of EMV.

mmi-testimonial-Elizabeth-Arden

mmi’s data platform helps us identify the target journalists and influencers we want to reach for all our different brands as well as evaluate our campaigns to glean insights and key learning’s from to improve our performance in the future.

 

Paula Smith, PR Director, Revlon Prestige Division
(Elizabeth Arden & Prestige Licence Fragrances)

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