Global Brand Ambassador
Manuka Doctor announces new global brand ambassador
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.
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.
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.