ROAD has won a brief to provide PR support for problem skin brand, Salcura. ROAD will be starting work over the coming weeks after beating two other agencies to the post.

The all natural range of problem skin solutions has recently won increased distribution in Boots, high street pharmacies and retailers nationwide.

Recent research shows that the key trend set to shape the skincare and beauty market in 2011 is ‘Down to Earth’ with consumers increasingly looking for natural ingredients and ‘free-from’ formulas. According to market forecast group, Mintel, paraben-free claims actually outpaced organic and all-natural claims in new skincare, hair care and cosmetics launches in 2010*.

ROAD has created a no-nasties positioning for Salcura, and has identified a clear word of mouth strategy for the brand. “ROAD will be running a social media and blogging programme focused on early adopters and recruiting them in to a trial, tell and reward community” says ROAD’s Managing Director, Paul Jarman.

“We were very impressed by ROAD’s focused insight and research into the brand and our target market,” says Marketing Director Paul Davis. “Their PR strategy combined the perfect mix of both traditional and new media tactics.”

ROAD featured in this weeks PR Week magazine and on the website with the Salcura win!

These days, it’s rare to be working with a brand that’s 100 years old.  When it does happen, the chances are, the brand will have changed beyond recognition since it first launched. NIVEA turns 100 this year, which is news in itself, but the more interesting story is how the brand has managed to stay faithful to its original identity – despite a sea change in what women expect from their skincare. Compare this NIVEA ad’ from the 1920s with L’Oreal’s ‘Because you’re worth it’ campaign, and you’ll get the picture.

This week NIVEA celebrates another birthday: Its Facebook page turns one, which poses the question: If people have been using NIVEA products for 100 years, and Facebook for one, how will the brand and its advocates ‘spread the word’ a century from now?  As Bill Gates said back in the ’90s, “Content is King.” So who knows; in 2111, technology might allow consumers a ‘virtual sample’ of products via scents and textures transported through the ether (all very Blade Runner…) Whatever happens though, emotions will continue to be the touchpoint for communicating the brand, and tapping into those emotions will still require content which stands out from the crowd.

Content-wise, for NIVEA, music has worked particularly well for its Feel Closer campaign.  Consumers readily connected with the brand via its collaboration with American singer, Kaki King (whose cover version of The Cure’s hit, ‘Close To Me’ was used in the ads and webpages.)  The brand had clearly done its homework, and read empirical evidence of the power of music in influencing consumers to pick one brand over another. Our guess is, with the growth of social media, use of music in branded content and campaigns will continue to grow exponentially.

ROAD is proud to be working with NIVEA and other Beiersdorf brands for several years.  All hail innovation in marketing and PR strategy – and a brand that can last 100 years… Happy birthday NIVEA!  Your telegram is on its way….

Haemophilia is an inherited condition of the blood which means the clotting process is impaired.  There are around 8,000 boys, teenagers and men in the UK with haemophilia.  The condition has several effects, and can potentially impact on the functioning the joints.

Attitudes towards living and managing haemophilia vary enormously – ranging from extreme caution to pragmatism bordering on wreckless, plus all the degrees in between.   ROAD commissioned in-depth research involving one-to-one interviews with patients and close family to find out what it’s really like to live with the condition.  The results of this research formed the cornerstone of GoFactor! – a unique, content-driven patient support programme for Pfizer which launched today.

GoFactor aims to inform and support young boys, teenagers, adult males, parents and healthcare professionals in the Haemophilia community.  This innovative engagement programme has a highly distinctive look and feel using language and images that connect with young teenagers in particular.

Delivered via a multi-platform format of web, e-mail and posted materials, the programme is a combination of inspirational stories, fact sheets and learning resources tailored for all ages, lifestyles and needs.  GoFactor is open to anyone affected by haemophilia in the UK – including family members – and is non product-related.  For more information, check out ROAD’s Pfizer case study.

It’s a sad fact that our culture of health and safety means we are keeping our children indoors and away from adventure. Throwing open the back door is just not enough to get kids away from their computer games. They have to be wrestled into coats, whining like cats being put out in the rain! But the moans are worth it: ROAD recently commissioned a survey of over a thousand children aged 6 to 12: Over half had never camped out in their garden or laid down to watch the stars. It makes you want to cry – all the more given soaring obesity rates and the spectre of Type II diabetes following close behind. The question is, WHY the cotton wool-ing? As usual, communication is key. 41% of parents had never talked to their kids about assessing danger or risk, which probably explains their reluctance to let the adventure begin in the first place. 1 in 4 kids didn’t know what t

o do in a fire, or how to stay safe in a thunderstorm. This research was commissioned for Elastoplast, and revealed that even when it comes to the basics, like covering a minor wound with a plaster, 70% of parents aren’t following correct procedures, leaving cuts open to dirt and infection. More worryingly, 75% confessed they didn’t know how to deal with a choking child. The answer? Get informed, and let the mud pies begin! Check out ROAD’s Kid Escapades downloads for Elastoplast to get clued up.