50 years of BUT – The anniversary of all your desires

Issue

To celebrate a milestone year for BUT and publicize the company’s CSR commitments and new product collections.

Our action plan

. A strategy based on 12 “desires” that illustrate each brand commitment with consumer AND corporate proof every month.

. A dedicated brand platform: manifesto, graphic charter, press releases and press kits, pitches and interviews

. An event open to the press, influencers and the general public to raise awareness and inspire action around the brand’s commitments.

. A mix of PR, influence, media and digital according to a controlled schedule

Results

. + more than 60 publications dedicated to “desires” throughout the year

. 495 K€ in EAE over the year: 93M cumulative audience, all media coverage

. 137 journalists, opinion leaders and influencers on press day (750 GP visitors)