Proskins Intelligent Apparel: Celebrity Swag Leads To Increased Exposure

PROJECT DETAILS
Client: Proskins
Website: Proskins.co

Media Highlights

BROADCAST
Dancing with the Stars – Better TV – WPIX Channel 11 – WTIC-TV (Fox) Hartford, CT

PRINT
The New York Times Style Section, AM New York, Star Magazine, North Valley Magazine, New You Magazine, Bella NYC (Winner, Best in Svelte category, Beauty Awards)

DIGITAL
Examiner.com, LAtimes.com, NewYorkTimes.com, Prevention.com, SheKnows.com

Our Challenge

To introduce the benefits of specialty compression-wear and establish Proskins as the best product in the category.

PR Strategy

Diane Terman Public Relations set out to build an overall campaign addressing women’s concerns about cellulite. Understanding women’s sensitivity about their bodies, we positioned Proskins as a fashionable and less-expensive alternative to medical anti-cellulite treatments and creams.

We approached athletes and celebrities with the opportunity to experience Proskins products for themselves. They promoted Proskins to their fans via social media, establishing Proskins as an effective and preferred brand.

Tactics

We introduced the “Proskins Challenge,” a theme which would unify all media activity and foster name recognition. The Challenge yielded a multitude of product placements in media outlets reaching fitness-minded women.

Results

Proskins: A PR Case Study by Diane Terman PR NYC

Diane Terman Public Relations secured participation for Proskins in the high-profile Dancing with the Stars gift suite for the premiere of the All-Stars season. This unique opportunity gave celebrities the opportunity to interact with Proskins Slim developers to learn about the line’s many benefits. Proskins were included in all celebrity and attendee “swag bags” to allow participants to experience the product for themselves, giving the brand tremendous exposure as the dancers, judges, hosts, and executives sampled various items from the line.

Consumers across the country watched celebrities (Kelly Monaco, Gilles Marini and Sabrina Bryan) and professional dancers (Karina Smirnoff, Chelsea Hightower and Peta Murgatoyd) wearing Proskins on ABC’s Dancing with the Stars All-Stars season. Additional media garnered millions of impressions.