1. “PJs TO PERFECT”
PR SOCIAL MEDIA CAMPAIGN
PR Campaign managing negative press coverage of ‘Sharon Ni
Bheoloain’ brand ambassador for Dunnes Stores Marketing
Campaign ‘Savida The Face’
‘PJs To Perfect’ was:-
*Inspired by media and public interest when RTE News Presenter Sharon
Ni Bheoloain was photographed wearing what looked like pyjama
bottoms whilst walking her dog on a Sunday morning, Why was this
newsworthy? she always looks so perfect and stylish! One would think
she gets out of bed looking like that! Everyday!
*This was featured on National Press after Sharon had been appointed as
the ‘Face of Savida’ a leading in-house Dunnes Stores fashion label.
*It is also timely given it’s along the same theme as the very successful
No Make-Up Selfie Facebook and Twitter Campaign last month, raising
2million for Cancer Research.
SOCIAL MEDIA PLAN
The ‘PJ’S TO PERFECT’ Campaign will be simple in its design solely
Facebook and Twitter focused. Emphasis is on fun and novelty.
Details:-
1. Celebrity FACES OF SAVIDA - before and after
Group Photo post to Facebook and Twitter, first wearing pyjamas,
second glammed up in Savida ready for the day ahead and the
outside world
2. Likes and Retweets are rewarded with the chance of winning a
‘PJ’s to Perfect’ Savida Makeover.
20 winners picked each month will receive a ‘PJs to Perfect’
Makeover, Winners before and after Group photo will be posted to
Savida Facebook &Twitter giving another 20 users who like or
retweet a chance to win a ‘PJs to Perfect’ Makeover…so on
and...so on

2. 3. The Campaign will be advertised on the Dunnes Stores Website,
Facebook &Twitter.
4. Posters and Bill Boards in-store to advertise the ‘PJs to
Perfect’competition
5. National and local Radio will also advertise the campaign to
maximise coverage of it’s fun and catchy title aimed at triggering
curiosity and response.
Best Outcome
Increased brand identity and awareness driving Savida Sales
Substantially increased Twitter and Facebook Followers with active
audience participation
Entertainment Value
Worst Outcome
Poor response on Twitter and or Facebook
No significant boost to Savida Sales
Social Media Metrics
Measure the response on an on-going basis: Twitter Retweets, Posts,
Facebook Likes, Comments, Posts will be instantly visible.
Web Analytics and Metrics
Both Facebook and Twitter should generate traffic to Dunne’s main
website and Savida page, this needs to be measured and monitored using
web analytics which will show:-
Number of visits to website
Has visitor linked from Twitter and Facebook
Number of pages viewed
Bounce rate of single page visits

3. Average time per visit
Outcome of Visit
This PR Campaign will require a designated Staff member to monitor and
manage Social Media activity and Website Metrics.
Spend
The Bulk of the Spend will have been on the originalMarketing
Campaign & launch of Savida the Face(s). THE PR PLAN IS AN
EXTENSION OF THE MARKETING CAMPAIGN:
Costs:-
• Additional fee to Celebrity Faces for Twitter and Facebook
‘PJ’S To Perfect’ picture post.
• Radio adverts (may be limited to initial first few months)
• Monthly Makeover costs for 20 Winners
• In-Store Promotional Posters advertising the ‘PJ’S To Perfect’
Competition.