• O’Keeffe’s Working Hands is the leading hand cream for people who work with their hands. Watch how Dave, a bridge electrician, and Maureen, a veterinary technician, rely on O'Keeffe's Working Hands.
  • O’Keeffe’s Working Hands is the leading hand cream for people who work with their hands. Watch how Dave from the Mackinac Bridge Authority, Dr. Milsap from the Sterner Veterinary Clinic, and Myndi from Noble Dog Shoppe and Spa rely on O'Keeffe's Working Hands.
  • “I rely on these hands to do my job, and they get dry, cracked and split…With O’Keeffe’s, I can see the results immediately.”- Dave, Bridge Electrician
  • “My hands become so dry from washing, and it’s difficult to do my job. O’Keeffe’s really does work and it’s reliable!”- Maureen, Veterinary Technician
  • “We are constantly washing our hands, so your hands are always rough and cracked. When there is a real problem, we use O’Keeffe’s Working Hands.”- Dr. Milsap, Veterinary Surgeon

O’KEEFFE’S® WORKING HANDS® BRINGS TESTIMONIALS TO LIFE IN NEW MARKETING CAMPAIGN

O’Keeffe’s Celebrates Working Hands at Work and Gives Consumers a Chance to Tell Their Stories

Cincinnati, Ohio, October 15, 2014 / PR Newswire / — O’Keeffe’s® Working Hands® Hand Cream launched a new national marketing campaign in advance of a winter that The Old Farmer’s Almanac predicts will see below-normal temperatures to 40 below zero. The campaign is a presentation of the skin care brand’s many testimonials. It showcases Americans who are engaged in professions that require extensive and dexterous use of their hands-including workers from the world’s largest suspension bridge, Mackinac Bridge in Michigan, and a rural veterinarian clinic caring for livestock and family pets.
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Building on the O’Keeffe’s Company’s success of their testimonial campaign, this new creative includes television, print, and digital advertising. “Consumers identified so well with our testimonial approach to advertising that we knew we had to continue to communicate this way and build upon it, so more people could relate to individuals’ experiences with O’Keeffe’s,” said McKenna Brooks, Director of Marketing. “This campaign highlights folks in more extreme professions and tells not only of their experience with the product but also how their work exemplifies the Working Hands of America.”

The campaign features employees from Mackinac Bridge Authority who brave the outside elements 365 days a year; staff from a veterinarian clinic; and a dog groomer. Viewers hear first-hand how O’Keeffe’s products bring much-needed relief to severely dry skin, and allow individuals to continue their daily lives and work with healthy, hydrated hands. The focus is to spotlight professions that exemplify the Working Hands of America: the hands that keep our lives running smoothly and the hands that O’Keeffe’s products help keep functioning.

In a recent usage study, O’Keeffe’s products received glowing endorsements from extremely diverse dry skin sufferers-including nurses, farmers, factory workers, dog groomers, construction workers, and even new moms for providing unprecedented relief. In preparation for the campaign, the brand conducted some market research last April that validates the testimonial claims. The results were clear and compelling:

  • 91% claimed the product had a favorable impact on their skin within three to five applications, while a third noticed an impact after only one or two uses.
  • 77% of participants said O’Keeffe’s® Working Hands® Hand Cream performed better than their current product on hands that crack and split and rated the overall effectiveness of the product better than their current hand cream.
  • More than half of the participants said they would use O’Keeffe’s® as a replacement for their current product.
  • 81% of consumers believed that O’Keeffe’s® was unique from other products in the market.

With these results, the company reached out to those who had submitted their testimonial stories to create this campaign. The spots, airing now, are a mix of national cable, broadcast, print, and online outreach. The 30-second and 15-second spots run on networks including HGTV, DIY Network, Animal Planet, Discovery, The Weather Channel, and Fox News. Support advertising includes online banner ads and national print placements.

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