Contrex® positions itself as the partner of active women. To support this positioning and to increase awareness for the nutritional benefits of its mineral enriched water, Contrex® challenged UPR to develop a campaign concept that would support the reputation of the brand (CSR) and increase awareness in the target group of active women. The key message of the campaign should be that Contrex® mineral water contains the nutritional minerals active woman need to support them during their busy, active lives. We were challenged to promote Contrex® as a brand that supports active women in all walks of life to make their project dreams come true in business. To achieve this, we had to create a credible national CSR & awareness-campaign that would appeal to this target group. The challenge was to strengthen the Contrex® brand visibly without compromising the social engagement and responsibility. The campaign model had to include an activation element to motivate women to participate with a business project and/or to participate in Contrex® workshops.
UPR did a deep dive into surveys on female entrepreneurship, including what motivates them and what hurdles entrepreneurial women face. The key insight was that, although many Belgian women want to be successful entrepreneurs in their own businesses, only 10% achieve it. UPR addressed this key insight with the Woman Up by Contrex® campaign that aims to help women to realize their entrepreneurial dreams. This strategic concept to boost female entrepreneurship and help women launch their dream projects would be achieved, amongst others, by crowdfunding campaigns for the project’s successful candidates in collaboration. To achieve this goal UPR partnered with the crowdfunding platform, Ulule with whom it had very good relations as its director was a former UPR intern. To create relevant content, UPR did a market research survey with a representative group of women to obtain new data on the positive and negative issues on female entrepreneurship. These facts and figures were the building blocks for the media release, fact sheets, native advertising, digital marketing, social media and a dedicated Woman Up by Contrex® website. UPR also attracted two social media influencers – entrepreneurs, Anne-Catherine Gerets and Emilie Duchêne, to serve as ambassadors of the campaign. During the campaign UPR developed a PR track for all selected cases with a media activation event and company presentation film and testimonial. This material is used for Contrex® owned social media and the campaign website and for earned media through media and influencer relations. The campaign resulted in extensive media attention and articles, buzz on social media, WOM in woman associations and networks and events and workshops attended by numerous people of the target group. It was the first time in the history of the brand that a CSR campaign was a key driver towards awareness and positive brand reputation.
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