POSITIONING BABTAC AS
A VOICE OF AUTHORITY
Historically focused on trade media, the British Association of Beauty Therapy and Cosmetology recruited Known in 2019 (and since), to engage a consumer audience.
Over the last seven years, we’ve created numerous campaigns to position BABTAC as industry thought leaders, all supported by monthly expert-led content and proactive press office. One campaign was T.I.M.E. A consumer safety initiative, where the letters represented an acronym to help consumers signpost their way to safer treatments and was launched at the Houses of Parliament in London and then Scotland.
THE RESULTS
T.I.M.E. UK Parliament launch attracted 90+ attendees, including 35
journalists from titles such as Harper’s Bazaar, ELLE and The Times,
generating over 70 pieces of coverage in two weeks
T.I.M.E at The Scottish Parliament resulted in 85 attendees, over 65 social
mentions with a reach of 1.2million and editorial coverage with a reach of 29
million. The combined campaign reach of both events was 361 Million.
BABTAC CEO Lesley Blair MBE is now a go-to expert, regularly appearing
across press including ITV, Sky and BBC News