Davidoff Cool Water Love The Ocean 2016 US PR Recap

Davidoff Cool Water

Love the Ocean 2016 US Press Recap 1

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Objectives  Create an impactful moment in the US to reinvigorate the classic men’s fragrance, Davidoff Cool Water  Increase awareness for the ongoing partnership between Davidoff Cool Water and National Geographic through the Love the Ocean campaign

 Encourage consumers to join the effort to help protect 10% of the world’s oceans by 2020  Generate awareness for the newest addition to the Davidoff Cool Water fragrance portfolio, Ocean Extreme

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Strategies & Tactics  Execute pre-outreach by securing an UsMagazine.com exclusive for the release of the promotional video featuring Scott Eastwood and then pitching wide to online media outlets  Leverage the increasingly press-worthy face of Davidoff Cool Water, Scott Eastwood, via a PR day which included:  Consumer-attended beach cleanup on July 10th at Ocean Beach Pier in San Diego, hosted in partnership with Surfrider San Diego  Interviews with five top short-lead outlets: AOL.com, People.com, Maxim.com, PopSugar.com and the Los Angeles Times  A national broadcast interview with E! News

 Conduct post-event outreach utilizing photos of Scott Eastwood from the beach cleanup  Activate a strategic group of influencers to promote the Love the Ocean campaign at four key moments:  Highlighting the brand’s ongoing partnership with National Geographic with a post on World Oceans Day on June 8th  Promoting the San Diego beach cleanup event and inviting their fans to join with a post prior to the event  Showcasing their involvement at the beach cleanup with a post from the event  Featuring the new Davidoff Cool Water Ocean Extreme fragrance and its link to ocean conservation with a post following the event 3

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Event Overview What: Beach cleanup hosted by Davidoff Cool Water in partnership with Surfrider San Diego Attendees: Scott Eastwood, five key influencers and local San Diego consumers When: Sunday, July 10th from 9am – 11am Where: Ocean Beach Pier, San Diego Program: Welcome remarks by Mark West of Surfrider San Diego, Shah Selbe of National Geographic, Thomas Lalague of Coty and Scott Eastwood, face of Davidoff Cool Water Takeaways: Consumers who joined the effort enjoyed complimentary branded t-shirts, hats, tote bags, volleyballs, refreshments and raffle prizes with Davidoff Cool Water fragrances

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Event Images

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Key Stats

250+ Consumer Attendees

26

Influencer Posts

100+

Over 267.4M impressions & $8.1M in ad value, with more to come!

+6%

Pounds of Trash Collected

25+

PR Placements

Increase in Impressions vs. 2015 6

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VIDEO RELEASE & PRE-EVENT COVERAGE

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Impressions: 38.7M Ad Value: $1.3M

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Impressions: 16.2M Ad Value: $812.6K

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Impressions: 9.3M Ad Value: $327.9K

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Impressions: 2.2M Ad Value: $812.6K

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Impressions: 104.4K Ad Value: $1K

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Impressions: 65K Ad Value: $2.2K

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Impressions: 11.8K Ad Value: $118

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Impressions: 9.3K Ad Value: $93

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Impressions: 133K Ad Value: $2.6K

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INTERVIEW COVERAGE

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Impressions: 21.3M Ad Value: $743.1K

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Impressions: 16.2M Ad Value: $812.6K

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Impressions: 2.4M Ad Value: $86.1K

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Impressions: 2.3M Ad Value: $83.4K

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Confirmed Coverage

Air Date: TBC

Run Date: August 21st

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POST-EVENT COVERAGE

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Impressions: 5.8M Ad Value: $63.7K

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Impressions: 898.6K Ad Value: $2K

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Impressions: 38.7M Ad Value: $1.3M

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Impressions: 29.2M Ad Value: $292.3K

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Impressions: 29.2M Ad Value: $292.3K

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Impressions: 20.9M Ad Value: $732.8K

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Impressions: 16.2M Ad Value: $812.6K

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Followers: 6.2M

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Impressions: 5.9M Ad Value: $59.8K

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Impressions: 3.5M Ad Value: $70.7K

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Impressions: 2.3M Ad Value: $23.5K

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Impressions: 1.9M Ad Value: $67.7K

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Impressions: 1.4M Ad Value: $14.8K

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Impressions: 1.2M Ad Value: $25.1K

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Impressions: 368.4K Ad Value: $12.8K

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Impressions: 19.6K Ad Value: $196K

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INFLUENCERS: World Oceans Day Posts

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Clark Little – Photographer, Surfer & Ocean Enthusiast @ClarkLittle

Followers: 17.3K Likes: 17 Retweets: 8

Followers: 1.8M Likes: 45.2K Comments: 150

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Zak Noyle – Photographer, Surfer & Ocean Enthusiast @ZakNoyle

Followers: 416K Likes: 5,275 Comments: 8

Followers: 30.3K Likes: 53

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Morgan Maasen – Photographer & Ocean Enthusiast @MorganMaassen

Followers: 243K Likes: 7,169 Comments: 20

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Seb Zanella – Photographer & Ocean Enthusiast @SebZanella

Followers: 3.8K Likes: 59 Followers: 88.1K Likes: 1,136 Comments: 7

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Woody Gooch – Photographer & Ocean Enthusiast @WoodyGPhoto

Followers: 80.8K Likes: 5,718 Comments: 60

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Slater Trout – Surfer & Ocean Enthusiast @SlaterTrout

Followers: 56.7K Likes: 1,888 Comments: 11

Followers: 5.8K Likes: 83

Followers: 7.1K Likes: 5

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INFLUENCERS: Pre-Event Posts

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Zak Noyle – Photographer, Surfer & Ocean Enthusiast @ZakNoyle

Followers: 419K Likes: 7,787 Comments: 20

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Olia Majd – Local San Diego Style & Beauty Blogger @OliaMajd

Followers: 136K Likes: 2,040 Comments: 9

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Arielle Vey – Local San Diego Photographer & Artist @ArielleVey

Followers: 91.7K Likes: 1,477 Comments: 19

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Slater Trout – Surfer & Ocean Enthusiast @SlaterTrout

Followers: 56.4K Likes: 1,976 Comments: 11

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Alex Salcedo – Local San Diego Menswear Style Blogger @TheCasualBoardwalk

Followers: 35.6K Likes: 505 Comments: 20

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INFLUENCERS: Event Posts

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Zak Noyle – Photographer, Surfer & Ocean Enthusiast @ZakNoyle

Followers: 419K Likes: 4,534 Comments: 20

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Olia Majd – Local San Diego Style & Beauty Blogger @OliaMajd

Followers: 136K Likes: 2,225 Comments: 20

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Arielle Vey – Local San Diego Photographer & Artist @ArielleVey

Followers: 91.7K Likes: 1,315 Comments: 12

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Slater Trout – Surfer & Ocean Enthusiast @SlaterTrout

Followers: 56.4K Likes: 1,845 Comments: 20

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Alex Salcedo – Local San Diego Menswear Style Blogger @TheCasualBoardwalk

Followers: 35.6K Likes: 849 Comments: 48

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INFLUENCERS: Post-Event Posts

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Zak Noyle – Photographer, Surfer & Ocean Enthusiast ZakNoyle.com

NOTE: Zak’s last Instagram post promoting the blog to be posted soon

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Olia Majd – Local San Diego Style & Beauty Blogger @OliaMajd

Followers: 136K Likes: 1,930 Comments: 7

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Arielle Vey – Local San Diego Photographer & Artist @ArielleVey

Followers: 91.7K Likes: 951 Comments: 6

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Alex Salcedo – Local San Diego Menswear Style Blogger @TheCasualBoardwalk

Followers: 35.6K Likes: 483 Comments: 20

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