Elizabeth Arden uses My Market Insight’s business intelligence platform to enhance their PR value and coverage for new product launches.

The Issue

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. Furthermore, ensuring high quality, precise targeting of PR coverage and advertising value equivalent across both traditional print and online and social has become an essential ingredient for measuring the value of PR and marketing campaigns.

The Solution

Using My Market Insight’s Media View Print business tool helps Elizabeth Arden accurately analyse the value of PR from a bank of over 200 UK based print titles and adjust placement accordingly. Media View also helps monitor key competitor PR activity as well as providing empirical input for accurate promotional spend and understanding trends in the beauty industry.

The Benefits

Media View 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.

“My Market Insight’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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