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

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.

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.