QuickTrim is a weight management product by Optislim, endorsed by US reality TV personality, Kim Kardashian. It is already available in the US as its top weight management product and more recently launched in Australia. The next objective for the brand was to launch successfully in the UK and then follow on with a Pan European roll-out later the same year.
We were tasked with the project of launching the QuickTrim brand in the UK, making it relevant to a new audience with different drivers and motivations to the US and Australian markets. This was to include the organisation of two VIP and press events with Kim Kardashian in London. No pressure then!
The key to success was in the logistical planning. Thankfully we’re meticulous at that! We organised a series of VIP events, firstly held at the St Pancras Renaissance Hotel in London which was attended by Kim Kardashian and her entourage. The following day, we organised a public appearance at Westfield Shopping Centre where fans got to meet Kim as part of the product launch. Throughout the campaign, we ran QuickTrim’s social media, managed virtual press offices and secured interviews including the Sunday Times and Grazia.
In addition to running the two events and managing the PR, our team created a truly distinctive integrated campaign including a national TV broadcast. We achieved a great deal of coverage both nationally and internationally with images of both events carried across thousands of websites as well as coverage across all National titles. The Sun and The Mirror. The current free PR value achieved was over £3million with national UK sales surpassing all targets.
“How good was that! Great job! Its an 'A' plus on the London gigs. We are currently planning an Aussie version and are confident we can replicate another tour back in London next year! Love your work!”
