Hearst UK extends Project Body Love campaign partnership with Philips
Hearst UK, the premium content and experience business, has signed a partnership extension with leading health technology company, Philips that will see the evolution of the Project Body Love campaign in 2021, including in-depth emotional intelligence analysis.
Since its initial launch in October 2020, Project Body Love has continuously proven to deliver tangible results, with research proving it has, to date, helped bolster female body confidence by a staggering 42%.
Amplified by content from Women’s Health, Cosmopolitan, Red and ELLE with the aim of changing the way women think, feel and speak about their bodies, the extended Project Body Love campaign will also incorporate a landmark wellness event and an augmented reality project geared to boost female body confidence.
The Project Body Love extension follows a year that saw Hearst UK’s branded partnership revenue rise by an impressive 12%, including a record 54% increase in Q4. A significant part of the latest Project Body Love strategy will be fuelled by online search and social listening, which will monitor emotional intelligence to establish the nation’s sentiment towards body positivity.
The campaign will be spearheaded by a Project Body Love Weekender virtual event on 15-16 May with star names – like personal trainer and best-selling author Alice Liveing – leading workouts and panels, whilst later this year, an augmented reality experience focused on wellness and body confidence will be introduced.
Laura Chase, Head of Connect Development, Hearst UK: “At a time when the nation has craved positivity, Philips has partnered with us to create a fully integrated campaign which is rich in content and has clear deliverables. Project Body Love very much taps into the nation’s sentiment towards body positivity, diversity and focus on wellness over the last 12 months, and we’re thrilled to partner with Philips, who share the same passion on this high-profile campaign. Driven by our Hearst Purpose – which aims to help consumers get more out of life – the campaign shows how brands can team up with our editorial teams and trusted brands to drive positive change for consumers.”
The campaign’s emotional intelligence analysis, driven by Hearst’s digital marketing agency, iCrossing, will also delve deeply into consumer perceptions of Philips Lumea to understand the impact the campaign has on consumer sentiment and perception.
Shannon Taylor, Senior Campaign and Media Manager, Philips: “Philips’ brand identity is all around telling rich, human stories that surprise audiences with the powerful ways our innovations can make a real difference to people’s lives. Hearst UK is an authentic partner being truly passionate themselves about improving the lives of women by creating and sharing positive body confidence stories. Working with Hearst has been wonderful because there is a genuine brand fit.”
To date, Project Body Love has helped facilitate a 10% increase in Philips’ preference rating as a women’s hair removal brand amongst consumers.
Shannon Taylor: “This project also truly helps support our message that removing hair is a personal choice, and that we want to continue to inspire women to do what feels right for them and encourage others to do the same.”
The Project Body Love partnership and campaign have been facilitated and planned by dentsu agencies, The Story Lab and Carat UK.