Accurate and regular media data to inform Pierre Fabre’s PR and communications objectives

woman face Pierre Fabre case study
Providing the French pharmaceutical and dermocosmetics group with an objective measurement of PR performance through media monitoring and media evaluation.
Marc Alias, Chief Communications Officer, Pierre Fabre“Three characteristics define Kantar’s intelligence and analysis services: data objectivity, listening to our needs, and the precision and speed of Kantar team’s responses.”

Challenge

Pierre Fabre relies on accurate, regular and precise media data to inform PR and communications objectives and to measure campaign outcomes.

An evidence-based approach to planning and evaluation demonstrates the strategic value of communication and delivers a strong case to expand PR’s role in the marketing mix.

Approach

To measure PR impact and media trends in the French beauty sector, we maintain a rolling barometer of product reviews, news and opinions. Kantar’s “L’Observatoire de la Beauté” (The Beauty Observatory) is updated continuously and delivers a detailed analysis of media activity across multiple product segments, based on a daily media monitoring. The barometer enables our clients to benchmark, throughout the year, their media performance and to optimise their media strategy and investment.

Insight

“L’Observatoire de la Beauté” delivers precise and actionable media data at sector and article level. Our clients can assess their overall performance and drill down to measure impact within specific media outlets and articles. Detailed monthly reports highlight the impact of PR campaigns and competitor activity. Longer-term trends and shifts in brand performance are analysed in quarterly and annual reports. Clients particularly value the barometer as a resource to measure share of voice and the visibility of their brands by share of page space.

Impact

“L’Observatoire de la Beauté” supports Pierre Fabre’s media planning by identifying priority media outlets, improving targeting, and detecting new opportunities for brand engagement. Pierre Fabre’s communication strategy is reviewed quarterly, using Kantar’s data to validate decisions for current and future campaigns.

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