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.

Trilogy Spring 2016 Product Launch

THE BRIEF

New Zealand’s leading natural skincare brand Trilogy was adding four products to its coveted skincare range, including the latest addition to its celebrated Rosehip Oil collection – Rosehip Oil Light Blend. Our challenge was to create an on-brand, unique experience that introduced the new products, resulted in media features and touched on the brands’ values of sustainability, respecting nature and supporting worthwhile organisations and causes.

APPROACH

To achieve this, we invited top beauty, women’s and lifestyle media and bloggers to Parnell’s Cibo restaurant for an intimate three course lunch and exclusive product preview with the Trilogy team, including Global In-House Beauty Expert Corinne Morley, who flew from the UK for the occasion.
The launch was timed to celebrate the first day of spring on 1st September and ensure that product was introduced to long lead media at the right time to ensure coverage leading up to their launch in retail stores on 1st October.
Product was available for media to open, smell and test as lunch was served, which incorporated elements of the new product range’s ingredients, including acai, almond, oat, cranberry and tomato. The space was dressed with beautiful fresh spring florals to match Trilogy’s brand colours, which were then donated to Sweet Louise who support women with incurable breast cancer post-event.
All media received a Trilogy gift pack to take home, including all four new products, imagery and media release on a USB stick, to minimise waste and reinforce Trilogy’s sustainability brand values.

RESULTS

Reception for the new products was outstanding, with coverage appearing in the majority of New Zealand’s leading beauty and women’s publications, including NZ Herald Viva, Canvas, Sunday, Herald on Sunday SPY, GOOD, Woman’s Day, NZ Women’s Weekly, MiNDFOOD, MiNDFOOD Style, NZ Weddings and Good Health Choices, numerous beauty and lifestyle blogs, as well as social media platforms.

ATZEN Superior to Organic™ skincare launches in New Zealand

THE BRIEF

United States based skincare brand ATZEN was launching into New Zealand and needed strategic consultants who could plan a PR launch campaign to introduce the brand to New Zealand media, cut through an already-saturated skincare market to stand out and make an impact quickly. ATZEN brings a unique element to the beauty market with its Superior to Organic™ skin care, which blends the best of natural skincare using organic plant ingredients and vitamins with scientific ingredients, patented and exclusive to the brand.

APPROACH

We sent key beauty and lifestyle media and bloggers a teaser of ATZEN’s product collection along with an invite to an exclusive breakfast event at the newly refurbished Soul Bar in the Viaduct Harbour, where California-based founder Catherine Atzen spoke about the brand and its unique scientific formulations.
With Catherine only in New Zealand for a few days, we planned and secured numerous media interviews during her stay to make the most of her time and create as many quality media opportunities as possible.

Manuka Doctor announces new global brand ambassador

THE BRIEF

We were briefed in absolute confidence of the impending appointment of international celebrity Kourtney Kardashian as the global brand ambassador for New Zealand skincare brand Manuka Doctor. The brief was open as the partnership was still in negotiation and highly confidential, so all discussion and planning was made behind closed doors.
Our task was to plan an impactful announcement to New Zealand media that would create huge hype and discussion, as well as coordinate with a PR agency to simultaneously release the annoucement to Australian media. A release date was kept confidential in the United States and our release was pending the announcement first from Kourtney Kardashian’s publicist.

APPROACH

We briefed the pending announcement close to the expected release day with an embargo to New Zealand’s leading lifestyle news publication, NZ Herald Viva, so they could also release on the day. The tailored media release was distributed far and wide immediately post-announcement by Kourtney Kardashian’s publicist in the United States. This meant New Zealand media were notified at 5am NZ time along with Australian media.

RESULTS

The response was overwhelming – with features across 45+ print, online and radio platforms including The Edge, ZM, Breakfast TV and Newshub and many online news and lifestyle sites. Social media was buzzing with the news for weeks following the announcement, and the total cumulative audience reach in New Zealand was 4M+ within the official campaign period.
Post-announcement, we have been able to pitch Kourtney Kardashian as Manuka Doctor’s global brand ambassador within ongoing PR activity, continually securing features that reference her partnership and advocacy of the brand.

Product launch for a new range of powdered superfoods.

THE BRIEF

GO Healthy asked us to introduce and profile its brand new sub-brand GO Superfood, comprising of a range of organic powdered superfoods such as Acai, Beetroot Powder, Camu Camu and Coconut Water. Our goal was to create awareness of this new brand, educate consumers on the product range, its benefits and how to use, and position GO Superfood as a must-have, modern superfood range via product placement, editorial features and social media activity.

APPROACH

To achieve this, we developed a strategy designed to educate media and therefore consumers, beyond simply the product range. We focused on how powdered superfood can be used in many recipes beyond your typical smoothie, inspiring creative baking and cooking as well as heroing the products’ health benefits.

We engaged Monique Satherley (Founder of Snackpack.co.nz) and Kelly Gibney (food writer and founder of Bonnie Delicious) to create and test bespoke, original recipes using the product range, along with trending raw and organic ingredients. We then invited key food, beverage and lifestyle media to a mystery event where they were challenged to recreate the bespoke GO Superfood recipes in teams against the clock, before enjoying a shared late lunch to sample all the creations. A winning team was chosen under strict criteria by the judges, and each attendee received recipe cards and product to take home.

RESULTS

Media were surprised and delighted to learn how superfoods could be used beyond smoothies and incorporated into everyday recipes as well as being educated on the product range benefits to then share with consumers.

We wanted to position Matcha Matcha as THE matcha tea brand in NZ

THE BRIEF

Bare.pr was given the opportunity to work with Matcha Matcha — a new brand of matcha green tea. We both established that this campaign would be all about the timing. We could see by international trends that the interest in matcha green tea was increasingly growing.

Our goal was defined to create a profile for Matcha Matcha as a brand and educate media about matcha green tea which is a type of green tea stoneground into a fine powder. To do this, we wanted to capitalise on the international interest around matcha green tea and gain media attention and placement for the brand. We wanted to position Matcha Matcha as THE matcha tea brand in NZ by educating and demonstrating how to consume and other ways to incorporate the tea.

APPROACH

We needed to create a media send out that would affirm the position of Matcha Matcha as THE matcha tea brand. In addition to this, we wanted to ensure that we got the tea into the hands of key media and influencers who would appreciate the tea and the brand. As matcha green tea was quite new to the New Zealand market, creating an understanding of the product was crucial too. We needed to communicate with and educate the media on how consumers can use Matcha Matcha in a variety of ways and not just as a tea.

RESULTS

Matcha Matcha featured in over 60 publications over various media. Some of these included placement in Taste, Cuisine, Kia Ora and the NZ Herald.