50 years of BUT – Anniversary year

Issue

To celebrate a pivotal year for BUT and publicize the company’s CSR commitments and new product collections to the media and the general public.

Our action plan

. An annual strategy with 12 “desires” that illustrate each brand commitment with concrete consumer AND corporate proof every month.

. A brand platform dedicated to this anniversary year: manifesto – graphic charter – press releases and press kits – pitch and interviews

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

. PR – influence – advertising – digital activations to support messages according to a controlled schedule

Results

. Une cinquantaine de parutions dédiées au « envies » sur l’année

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

. 84 journalists – opinion leaders – influencers on press day / 750 GP visitors