Using a mix of traditional and digital PR to promote a beauty brand
Product promotion using digital PR
Glo Skin Beauty provides professional treatments combined with homecare products to deliver transformative results for skincare professionals and their clients. Researched and developed with innovative, active ingredients, their professional products complement their retail products seamlessly, delivering a personalised prescription for healthy, beautiful skin.
Glo Skin Beauty were undergoing a rebrand and relaunch in the UK.They wanted to align their traditional PR activity in line with their existing online objectives.
Traditional activity had previously centered around using product samples to send to journalists and influencers. While they wanted to maintain this activity the brief was to use this more tactically to reduce sample costs.
The significant campaign change was to increase the level of creative activity around content marketing brand and expert quotes in the media and using imagery and product galleries to achieve online exposure in authoritative media around key product launches and critical seasonal sales periods.
With the Glo brand we decided to take a multi-tiered approach to winning coverage and placements.
Reducing the overall sample budget was a key campaign driver, so we focused on using a content-led approach, using both opportunities for image placement, product galleries and promotion around key sales period such as Black Friday, Christmas, New Year and Summer.
This agile approach allowed us to tap into journalist requests as well as being tactical with content outreach such as focusing on trending topics such as SPF, cruelty free products and gift guides.
In addition to the agile reactive strategy we ran this concurrently with a more proactive content creation strategy focusing on larger pieces of content based on our on polls, product research and surveys.
This approach allowed us to propose and create coverage opportunities that were a good fit for both the brand and the product range and created opportunities to promote and highlight the brands unique selling points.
Inside the first 6 months of the campaign we had placed 34 pieces of coverage in the beauty press and national publications.
The acquisition cost of these placements were far below the cost of traditional PR agencies and the reliance of a product sample budget was significantly reduced.
Placements include coverage in Glamour, Look, The Daily Express, HELLO, MSN, Red Online, Prima, You Magazine, The Sun and Elle amongst others,
The placements contributed to a significantly increase search visibility and a rising online revenue.