The "PJs to Perfect" campaign aims to generate positive PR for Dunnes Stores' Savida fashion label and manage negative press coverage of its brand ambassador. The campaign will feature before-and-after photos on social media of celebrities in pajamas and then glammed up. Fans who like or retweet the photos will be entered to win a "PJs to Perfect" makeover. The campaign seeks to increase brand awareness, drive Savida sales, and substantially grow social media followers through an entertaining concept. Key metrics like social media engagement and website traffic will measure the campaign's success in boosting the brand.