Pharma Vinci

Pharma Vinci
The Medicinal firm of Pharma-Vinci A/S develops and produces health supplements, natural healing products and over-the-counter medicines. Pharma Vinci A/S markets and sells its products to pharmacies(USA), (chemists UK) the chain Matas and leading health food stores in Denmark. In addition they export to all of Scandinavia. CC Public Relations has stood for PR-work for the product Intima – a line of feminine hygiene products for women.

The challenge
The challenge lay in informing very young women of the benefits of using Intima; as this target group is difficult to communicate with through traditional media.

The concept
As a component of the strategy CC Public Relations has worked on using digital marketing techniques, because social media is an essential source for reaching youth today. The digital marketing campaign is presented in complement with an active press campaign which targets magazines, etc.

Our access strategy
We wanted to reach the young women in their home environment, and so we chose to work with blogs. The purpose was to generate a general debate among younger women about feminine hygiene, and thus to create awareness of the use of feminine hygiene soap and the brand Intima. This course of strategy was reinforced through the use of an active press campaign.

The results
Via blogging we succeeded in generating a debate about products which under ordinary circumstances it might be taboo to talk about and during the course of the campaign multiple debate threads were established on blogging-sites about feminine hygiene.