Hearst UK has today signed a partnership extension with health technology company Philips that will see the evolution of the Project Body Love campaign in 2021, including in-depth emotional intelligence analysis.
Project Body Love, amplified by content from Women’s Health, Cosmopolitan, Red and ELLE, aims to change the way women think, feel and speak about their bodies. Since its initial launch in October 2020, research shows that it has, to date, helped bolster female body confidence by 42 per cent.
The extended campaign will incorporate a landmark wellness event and, later in the year, an augmented reality project geared to boost female body confidence.
The Project Body Love extension follows a year that saw Hearst UK’s branded partnership revenue rise by 12 per cent, including a record 54 per cent increase in Q4. A significant part of the latest Project Body Love strategy will be fuelled by online search and social listening, which will monitor emotional intelligence to establish the nation’s sentiment towards body positivity.
The campaign will be spearheaded by a Project Body Love Weekender virtual event on 15-16 May with star names – like personal trainer and best-selling author Alice Liveing – leading workouts and panels.
Project Body Love campaign uses emotional intelligence and social listening to drive new research on body positivity.
Laura Chase, Head of Connect Development at Hearst UK, said: “At a time when the nation has craved positivity, Philips has partnered with us to create a fully integrated campaign which is rich in content and has clear deliverables. Project Body Love very much taps into the nation’s sentiment towards body positivity, diversity and focus on wellness over the last 12 months, and we’re thrilled to partner with Philips, who share the same passion on this high-profile campaign.
“Driven by our Hearst Purpose – which aims to help consumers get more out of life – the campaign shows how brands can team up with our editorial teams and trusted brands to drive positive change for consumers.”
The campaign’s emotional intelligence analysis, driven by Hearst’s digital marketing agency, iCrossing, will also delve deeply into consumer perceptions of Philips Lumea to understand the impact the campaign has on consumer sentiment and perception.
Shannon Taylor, Senior Campaign and Media Manager, Philips, said: “Philips’ brand identity is all around telling rich, human stories that surprise audiences with the powerful ways our innovations can make a real difference to people’s lives. Hearst UK is an authentic partner being truly passionate themselves about improving the lives of women by creating and sharing positive body confidence stories. Working with Hearst has been wonderful because there is a genuine brand fit.”