Holistic Apparel & Accessories


Ananda Soul

Objectives:

  • Increase the visibility of Ananda Soul jewellery both online and in print media
  • Promote new and existing jewellery collections
  • Promote the brand’s ethical background with a focus on community involvement and fair trade products
  • Increase sales

Challenges:

  • Highly competitive jewellery market
  • Fairly highly priced items
  • Promoting the brand without having to send samples
  • Very limited budget
  • Company location in Bali

Strategy:

The campaign positioned Ananda Soul as luxury ethical jewellery. We also focused on the company’s strong ethical cause – sourcing fair trade raw materials; empowering underprivileged Balinese women by engaging them in the work of the company and offering a portion of revenues back to the charity.

We also focused on exquisite Balinese-inspired design and the inspirational story behind each peace as well as an inspiring personal story of the founder.

Activities:

  • Regular press releases focusing on specific angles, e.g. Launch of a new collection, Gemstones to help with confidence, Mother’s Day and Valentine’s gift ideas etc
  • Sending out samples for review to top fashion, jewellery, women and lifestyle publications, top bloggers, social media influencers and ethical magazines
  • Coming up with ideas for special packages and promotions
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Kindred Spirit, Honey Combers, Natural Health Magazine)
  • Arranging participation in trade shows – e.g. Yoga Show
  • Arranging retail opportunities in yoga studios for Ananda Soul products

Project duration: a 2 year campaign

Results:


BAM bamboo clothing

Objectives:

  • Increase the visibility of BAM bamboo clothing both online and in print media
  • Promote new and existing clothing collections
  • Promote the brand’s unique bamboo fabric
  • Increase sales and awareness of BAM products

Challenges:

  • Highly competitive clothing market
  • Not much knowledge about bamboo clothing
  • Simple design
  • Consumers strong relationship with popular sports brands and reluctance to try new things

Strategy:

The campaign focused on promoting the numerous benefits of bamboo fabric. The emphasis was on durability of the product, in particular for sports and outdoor enthusiasts. BAM was positioned as “performance wear you can live in” – good for activities and for everyday life. It was also associated with extreme sports as the company owner is a keen sportsman himself.

Activities:

  • Regular press releases focusing on specific angles, e.g. Benefits of Bamboo, gift ideas for Valentines Day, Christmas etc
  • Sending out samples for review to top fitness and outdoors sports magazines, lifestyle publications, top bloggers and social media influencers focusing on the functionality of the product
  • Coming up with ideas for special promotions
  • Growth of social media accounts with regular posts on FaceBook and Twitter
  • Cross-promotions and competitions with wellness brands and magazines (e.g. National Geographic, Yoga Magazine etc)
  • Arranging retail opportunities for BAM products
  • Special customer engagement projects, etc asking customers to send a photo of their handstand wearing BAM
  • Sponsorship of women’s rowing team and creating content off the back of it

Project duration: a 3-year campaign

The Results:


Healthy Nutrition


Elizabeth Montgomery, Holistic Nutritionist

Objectives:

  • Increase the visibility of Elizabeth Montgomery as an expert holistic nutritionist both online and in print
  • Promote services offered by Elizabeth Montgomery
  • Promote Elizabeth Montgomery as an expert in her field
  • Increase the amount of customer enquiries for Elizabeth

Challenges:

  • Highly competitive nutritionist market in London
  • The expert’s strict vision on nutrition
  • Very limited budget

Strategy:

The campaign focused on promoting Elizabeth Montgomery’s nutrition services with emphasis on sharing her extensive knowledge across all forms of media. We focused on her unique, less mainstream vision on healthy nutrition. We also highlighted Elizabeth’s American heritage, top education and holistic view on health.

Activities:

  • Regular press releases focusing on specific angles, e.g. Foods to tackle seasonal changes, Why porridge in the morning is NOT good for you etc
  • Regular expert commentary by Elizabeth Montgomery for a variety of health &wellness publications
  • Coming up with ideas for special packages and promotions
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Yoga Magazine, Natural Health Magazine)
  • Arranging speaker opportunities for Elizabeth Montgomery

Project duration: A year-long campaign

The Results:

    • Over 50 pieces of coverage achieved including:

Natural Health MagazineYahoo.co.ukWomen’s RunningYour Healthy Living


Nama – Artisan Raw Foods

Objectives:

  • Promote Nama’s Christmas hampers
  • Promote Nama’s Christmas set menu
  • Increase the amount of customers at the restaurant

Challenges:

  • Highly competitive healthy food market in London
  • Restricted to raw food menu only
  • Highly priced menu and items
  • Limited budget, limited amount of press samples

Strategy:

This project focused on promoting Nama’s Christmas offerings, putting forward its healthy and delicious food. The Christmas hampers were positioned as luxury healthy gifts, and Christmas menu was promoted as a healthy, tasty alternative to the standard Christmas lunches. We focused on reaching out to health industry influencers and key media covering Christmas offerings.

Activities:

  • Press notes about Christmas hampers and Christmas menus
  • Offering samples to the publications which were doing reviews of Xmas hampers
  • Offering samples to healthy food bloggers
  • Engaging with and inviting wellness influencers: yoga teachers, fitness experts, nutritionists who were posting from Nama on their social media
  • Inviting journalists to come and sample Christmas menu
  • Arranging collaboration with health-related brands including a private health club

Project duration: a 3-month project

The Results:

  • Over 25 health influencers visited and posted on their social media, reaching out to over a million of potential views, including: Madeleine Shaw, Mercedes Ngoh, and Julie Montagu
  • Over 25 pieces of coverage achieved including:
  • Forbes, BBC and Daily Mail


Wellness Travel


Shreyas Yoga retreat

The Objectives:

  • Increase awareness about Shreyas Retreat
  • Promote the retreat packages
  • Communicate the authenticity of the retreat and its approach to yoga

The Challenges:

  • Highly competitive yoga retreat market
  • Location: Far from the beach
  • Very limited budget for covering journalists’ flights

The Strategy:
The campaign focused on promoting Shreyas as a luxury retreat destination offering traditional and authentic yoga taught by Indian teachers.
The programme included the promotion of Shreyas unique retreat packages such as Silent Retreat Program. The retreat also prides itself in its charitable work, supporting local schools and orphanages, which became part of messaging for PR. The campaign also focused on Shreyas wellness Spa and its authentic treatments as well as its organic healthy food.

Activities:

  • Regular press releases focusing on specific angles, e.g. Benefits of Silent Retreats, Ayurveda for Weight Loss; Top 10 Reasons to visit Shreyas etc
  • Organising press trips for top travel journalists, travel bloggers and social media influencers interested in experiencing Ayurveda in India
  • Pitching Shreyas into Conde Nast and Tatler Spa annual Guides
  • Cross-promotions and competitions with wellness brands and magazines ( Asquith London, Emirates Woman, Vegetarian Living)
  • Organising Shreyas’ participation in Yoga trade fairs
  • Listing Shreyas Retreat on top wellbeing travel providers e.g. ( Queen of Retreats, The Healthy Holiday Company, Health and Fitness Travel)
  • Promotion of Special offers and Yoga Retreats at various times throughout the year
  • Helping with the content for the website blog and customer newsletter

Project duration: 3 years

The Results:


HOLISTIC HEALTH & BEAUTY


Ayurveda Pura, London

The Aim:

  • Increase the visibility of Ayurveda Pura Spa in both online and print media
  • Promote treatments and training offered at Ayurveda Pura
  • Promote the founder Dr Deepa Apte as an expert in her field
  • Increase the amount of customers and sales of Ayurveda Pura products

The Challenges:

  • Highly competitive wellness services market
  • Not much knowledge and popularity of Ayurveda in the Western world
  • Ayurveda Pura’s location – far from Central London

The Strategy:

The campaign focused on promoting the ancient science of Ayurveda and its benefits, and Ayurveda Pura as the only place in London that offers a full traditional experience of Ayurveda.

The programme included the promotion of Ayurveda Pura and its holistic treatments; its Ayurvedic skincare range; and its founder - Dr Apte and her immense knowledge of this field.

Activities:

  • Regular press releases focusing on specific angles, e.g. Benefits of Ayurveda for Insomnia, Digestion issues and Weight Loss etc
  • Inviting top bloggers, social media influencers and bloggers interested in trying Ayurveda, to come and experience a treatment at the Spa
  • Regular expert commentary by Dr Apte for a variety of health&wellness publications Coming up with ideas for special packages and promotions
  • Sending out samples of the Ayurvedic skincare to top bloggers and achieving reviews
  • Creating regular customer newsletters
  • Running promotional activities on Facebook
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Healthy magazine, Kindred Spirit, Marie Claire)
  • Arranging participation in trade shows – e.g. Yoga Show
  • Arranging speaker opportunities for Dr Deepa
  • Arranging retail opportunities in yoga studios for Ayurveda Pura products

Project duration: a 3 year campaign

The Results:

  • Over 100 of coverage pieces achieved, such as:

The Times, Daily Mail , Time Out, Red OnlineThe London Resident MagazineHip and Healthy and many more


Magic Organic Apothecary

Objectives:

  • Support the launch of Magic Organic Apothecary’s new skincare product, Queen of the Night, via media and influencer relations
  • Secure coverage for other brand’s bestsellers
  • Achieve high impact reviews

Challenges:

  • Very saturated natural/organic skincare market in the UK
  • Finding the right type of influencer
  • Securing coverage in a short space of time

Strategy:

For this campaign, key benefits of Queen of the Night facial serum were highlighted, including its unique ingredients and their impact on the skin. The product was positioned as a must-have new organic launch of the month to the media. On the influencer side, we looked for those with specific interest in herbalism, folklore, holistic living, mysticism, spirituality and art, to fit the brand’s ethos. Yoga events and wellness festivals were approached to offer the product for goodie bags for wide exposure.

Activities:

  • Sending out a press release on the product to key media and following up throughout the next few weeks to secure coverage
  • Securing influencers fitting brand’s profile and offering them free product
  • Offering products for goodie bags for a number of wellness events and festivals
  • Securing collaborations with a few organic subscription boxes

Project duration:

3 months

Results:

  • 23 pieces of coverage secured including Metro, Pebble, Red, Psychologies, Women’s Fitness, Vegan Life and Om Yoga
  • Over 45 influencers have engaged with the brand and endorsed the product via stories, posts and blog articles including @live_well_with_lou; @ @missnutritionist; @ mothers.wellness.toolkit; @veganbeautygirl; Jane Alexander
  • The brand’s products featured in the goody bags of five wellness events

Two subscription boxes have taken on the brand’s product


Barberyn Resorts

The Aim:

  • Increase the visibility of Barberyn Resorts both in online and print media
  • Promote Barberyn Resorts’ two locations in Sri Lanka as a healthy holiday destination providing authentic Ayurveda in a beach environment
  • Promote Barberyn as a retreat location for existing Yoga encouraging them to bring their groups to Barberyn

The Challenges:

  • Highly competitive wellness services market
  • Not much knowledge and popularity of Ayurveda in the Western world
  • Hidden location
  • Very traditional and established family-run business, not very open to major innovations

The Strategy:

The campaign focused on promoting the two Barberyn Resorts (midmarket Barberyn Reef and luxury Barberyn Beach) as family-run, healthy holiday destinations providing a traditional, authentic, Sri Lankan Ayurvedic experience along with the opportunity to have a relaxing beach time.

Activities:

  • Creating marketing strategy for Barberyn
  • Creating press materials about Barberyn
  • Issuing regular press releases focusing on specific angles, e.g. Ayurveda for Weight Loss , Benefits of Yoga for Stress, Barberyn’s approach to Ayurveda etc
  • Organising press trips for top travel journalists, travel bloggers and social media influencers interested in experiencing Ayurveda in Sri Lanka
  • Cross-promotions and competitions with wellness brands and magazines
  • Listing Barberyn Resorts on top wellbeing travel directories and organising contracts with wellness travel agents (Queen of Retreats, Healing Holidays etc)
  • Actively reaching out to existing Yoga teachers and offering Barberyn Resorts as their next retreat location; organising the logistics of the retreat
  • Creating social media strategy
  • Creating a leaflet Barberyn Guide to Ayurveda
  • Creating Barberyn Ayurveda Cook Book
  • Organising participation of Barberyn in Yoga Show UK
  • Inclusions in annual Spa Guides

Project duration: ongoing, for the past 5 years

 The Results:

    • Over 150 of coverage pieces achieved
    • One particular online PR piece on timeout.com has been in top 5 traffic referrals to the site for the past 3 years, bringing on average 100 people to the site each month over 3 years
    • 7 different yoga teachers found to date who brought their groups to Barberyn
    • Contract arranged with Healing Holidays travel agency
    • Examples of coverage:

SkyScannerCosmopolitan MagazinePsychologiesThe TelegraphTime Out



Wellness Events


BaliSpirit Festival



Objectives:

  • Promote BaliSpirit as a festival of yoga, music, dance and spirituality and increase its visibility in both online and print media
  • Promote the festival’s line up, outreach programs and community spirit
  • Increase ticket sales for BaliSpirit Festival

Challenges:

  • Highly competitive wellness festival industry
  • Securing media partnerships without having to compromise on budget
  • Location - far from Europe
  • Expensive entry fees
  • Not too many A-list names on the line-up

Strategy:

The campaign focused on promoting BaliSpirit Festival as a unique celebration of yoga, music and dance, all delivered with the Balinese spirit, in a stunning location. We also focused on the community and charitable aspects of the festival, as well as the fact that it’s one of the largest festivals of its kind in the world, offering a life-changing experience.

Activities:

  • Regular press releases focusing on specific topics e.g. Early Bird Tickets, Festival Line Up announcement, Music Line-Up, Community Outreach etc
  • Securing media partnerships and media sponsorships with high profile media to help promote the festival (e.g. Honey Combers, Yoga Magazine, Inspired Wellbeing Magazine)
  • Cross-promotions and competitions with wellness brands and magazines (e.g. Kindred Spirit, Yoga Magazine)
  • Press passes giveaway; reader competitions
  • Advising on the creative ideas for social media (e.g. comparing London and Bali landscapes in March)
  • Securing interview opportunities for the organisers and presenters
  • Running special promotions to increase sales

Project duration: a 3 year campaign (project work around each annual festival, from September to March)

Results:

 

Mother&Baby Wellness


Mamawell


The Aim:

  • Create awareness of the Client’s expertise as post-pregnancy fitness expert
  • Secure regular speaking / writing / commenting on all things post-natal wellness

The Challenges:

  • A highly saturated fitness market
  • A wealth of free content on post-partum fitness online
  • Client’s business is very restricted geographically to a certain area in London

The Strategy:

The campaign focused on reaching out two audiences:

  • New mums who live in South West London where the Client offers regular post- partum fitness sessions
  • Wider audience of new mums

Activities:

  • Dedicated content was created for various types of media to reach out to the chosen target groups
  • Media relations included press releases, comments, interviews, sharing tips and guest blog posts
  • Collaborations with mother&baby brands including content sharing and offering tips

Project duration: 6 months

The Results:

* Over 20 pieces of coverage achieved including: Daily Telegraph, Female First; Motherkind, Mybaba, B Baby magazine, Wandsworth&Clapham magazine, Sloan magazine, Absolutely Mama, London Mums magazine. 

Brand collaborations included: Babymori, Innocent, Mamas&Papas, Fittamama, Lululemon and others.


Wellness Experts


Live Well With Lou

Client: Louise Murray (https://livewellwithlou.com/)

The Aim:

  • Create awareness of the Client’s expertise as a health&mindfulness coach
  • Reach out to wide audience of busy women and mums in particular

The Challenges:

  • Health coaching is a highly competitive segment with a lot of recognised names already on the market
  • A lot of brands already have working relationships with certain experts and aren’t looking for new collaborations

The Strategy:

The campaign focused on reaching out two audiences:

  • Busy women who are interested in improving their health and overall wellbeing
  • Busy mums who feel depleted and out of balance and are looking for help to improve their sense of wellness

It was decided to reach out to the audiences via two channels:

  • Media
  • Brand collaborations

Activities:

  • Dedicated content was created for various types of media to reach out to the chosen target groups
  • Media relations included press releases, comments, interviews, sharing recipes and guest blog posts
  • Brand collaborations covered various segments such as: healthy food&drink; wellbeing goods; as well as dedicated mother&baby products and services. The Client created content for brands’ social media including copy, recipes, tips and videos. The collaboration also included joint competitions, giveaways and live Q&As. The Client also contributed to brands’ newsletters and blogs.

Project duration: ongoing

 Results:

  • Over 30 pieces of coverage achieved and over 20 brand partnerships secured in just the first 3 months of the campaign.
  • Media coverage included: Balance magazine, Woman’s Health, Euronews, Kindred Spirit, Natural Health and Metro. Brand partnerships included collaborations with: MightyMatcha, Bumblezest, Aduna, Naturya, Coconut Collaborative, Linwoods, Asquith, Hotteamama, Baby2body, Piccolo and others.
  • Louise has been named as One of the Top Eco&Wellness Influencers to watch for in 2021 by Natural Health magazine (Jan 2021)

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