Aim
Launch the reformulated and repackaged botanical skincare range to press to support the brand’s availability in selected Holland and Barrett stores nationwide.
Approach
Two-pronged approach to increase awareness at both at national and regional level. We increased national coverage by educating journalists on the range via one-to-one desk visits at key publishing houses, providing them with relevant samples, press releases and new photography. Locally we arranged in-store Yin Yang Skincare Consultations throughout the UK. These were pitched to press as both a journalist and consumer event with a skincare expert available to advise on skin complaints and to communicate the benefits of natural ingredients. We worked with the expert to craft quotes for media use to help generate seasonal news hooks, more column inches and increased online support.
Results
- AVE*: £45,858
- No of articles: 105 including Daily Mail, Prima, Essentials, Woman’s Own and Bella
- Length of campaign: 6 months
*(AVE is Advertising Value Equivalent; what it would cost to buy the editorial space for advertising)
