THE BRIEF

We were asked to introduce to a wider audience the Eithne Curran Black Collection Hair Care range. As part of our campaign we asked to introduce and profile Eithne’s Party-Ready service as both embodied everything Eithne is. Our goal was to raise awareness and create hype for both. We also elevated Eithne’s personal profile to the audience by telling the ‘Eithne Curran story’ – the person, the background, the belief and values surrounding Eithne’s skills beyond the product portfolio.
“Over the years, I found myself quite often coming across hair that was difficult to work with and lacked natural volume and body,“ Eithne says. “Rather than add product after product on top of the hair to create the effect I was after, I realised it all needed to start at the basin – you need to target the root of the problem!” – Eithne Curran

APPROACH

To build Eithne’s personal profile, we picked up her Party-Ready experience and focused on the summer events season e.g polo, races, and festivals. We invited select Influencers and bloggers to the studio to experience the service first-hand. In doing so, we allowed our target audience to catch a glimpse inside the Party-Ready Service for themselves. This experience created ongoing, repetitive conversation about the service across social media as the final look was shared, positioning Eithne as an integral part of each person’s look.
Eithne Curran’s Black Collection hair care range was sent out to select media and Influencers with the media release wrapped in wax-sealed black tissue in an embossed, branded Eithne Curran gift box accompanied by seasonal florals to touch on the botanical aspect of the collection and encourage social media activity. Key to this campaign was product messaging as the Black Collection was about botannicals not chemicals.

RESULTS

The Eithne Curran campaign gained features across print, online, numerous beauty and lifestyle blogs, as well as social media. Publications included placement in Sunday Star Times Sunday Magazine, Air New Zealand KiaOra Magazine and Herald on Sunday, FashioNZ, The Denizen and NZ Herald canvas magazine. Eithne’s studio was visited by a cross section of NZ Infleuncers, from TV and radio personalities to key Influencers. By placing the right targeted media in front of Eithne’s product and services, the results spoke for themselves.

THE BRIEF

Our brief from Nude by Nature was to facilitate the launch of the Flawless Collection and host select New Zealand print and digital media personalities.
Nude by Nature’s requirements for The Flawless Collection launch included: natural light-filled venue near water. The menu was to cater for a range of dietary requirements and incorporate ingredients native to Australia. An acclaimed Australian make-up artist would be attending the launch to present and demonstrate The Flawless Collection to media. Multiple Make-up stations were to be set up for media to receive a personalised colour matching consultation by a Nude by Nature make-up artist.

APPROACH

We sent key beauty and lifestyle media and bloggers an invite to an exclusive breakfast event at The Lula Inn at the Viaduct Harbour. The space was dressed with beautiful white florals, which were then donated post-event to Sweet Louise, an organisation that supports women with incurable breast cancer. The breakfast buffet incorporated Australian products and key ingredients commonly found in Nude by Nature products.

Influencers and media were treated to a demonstration from acclaimed make-up artist, Anya Spicer, who educated them on the benefits of the Flawless Collection products. Each attending media was then colour matched to the Flawless Foundation by a Nude by Nature make-up artist and received a Nude by Nature branded bag Flawless Collection Kit and full size Flawless Foundation in their correctly matched shade. A Nude by Nature media wall was installed next to the water where media were encouraged to take their own photos and have their photo taken by the photographer.

THE BRIEF

We had the opportunity to introduce The Local Food Kitchen, a unique food destination offering bespoke experiences designed to showcase the local produce of Matakana, a leisurely 45-minute drive out of Auckland. Our goal was to educate media and the public about all aspects of The Local Food Kitchen, its location and the unique foodie experience on offer. We wanted media to participate and immerse themselves in a hands-on experience that would ultimately result in raising public awareness of The Local Food Kitchen.

APPROACH

To create impact and maximise potential coverage, we offered media and select Influencers and a partner, the opportunity for a private local produce experience of their own within a 5-week timeframe. Media and influencers were happy to attend, travelling 45 minutes out of Auckland to arrive on location.

RESULTS

100% positive feedback saw media and Influencers spread the word far and wide of The Local Food Kitchen. Prominent online and print publications such as Viva, Air NZ KiaOra Magazine, Herald on Sunday and The Urban List published pieces on The Local Food Kitchen along with multiple Influencers who posted and to social media and reviewed. Everyone spoke highly of the hospitality, education, quality of the food and fun received from their experience as Mark and Carmel delighted each group.
Results of this caliber highlight the importance of media relationships.