Sphagnum De Lux approached PR by Whitney to increase their brand awareness and secure valuable backlinks to their website.
Immediately our brains started firing. The PR team developed a three-month strategy to secure media coverage in desired publications.
We followed a simplified four–step approach which helped us land coverage in regional and national publications.
Case studies are a fantastic way to strengthen a PR strategy as they amplify a brand’s reliability to its consumers. Before deciding on the appropriate case study, we positioned ourselves as both the journalist and the reader by asking ourselves – is this interesting? Is it relevant?
We interviewed the founder of Sphagnum De Lux, Lisa Kavanagh to find out about the brand, focussing on why and how she started the company. During the interview, Lisa bravely told us about her struggles growing up with bullying due to acne when she was younger and how she found it difficult to find a skincare brand which helped soothe her sensitive skin.
The hardships Lisa had to overcome inspired her to create a skincare brand focused on reducing acne-like symptoms and help soothe sensitive skin.
Once we had Lisa’s story in the bag – we got down to pitching.
We crafted Lisa’s backstory and pitched it to local and national press as a heartfelt, inspiring story demonstrating how to turn negative experiences into positive outcomes.
As a result of our specialised PR strategy, we achieved coverage in titles such as Manchester Evening News and the Mirror with backlinks to the Sphagnum De-Lux website.
We swiftly aligned with the news agenda, delivering insightful press releases which hooked the interest of journalists.
We discovered that “Chub Rub” was becoming an increasingly popular trend on TikTok with many users asking for solutions on how to alleviate the pain. By identifying the problem, we decided how to offer a solution. We offered tips from our skincare expert which would be viewed as insightful advice for readers.
We made sure only to pitch the story during the hottest days of summer when people will experience the issue most often.
Our efficiency resulted in coverage for our client in The Mirror, The Express, Yahoo News and an array of regional publications.
We analysed top-tier UK publications with journalists writing relevant articles relating to skincare, wellness and beauty.
We created specialised media lists which compiled groups of relevant journalists whereby we sent out press releases which we knew would appeal to their readers.
This included journalists from top-tier newspapers, magazines and lifestyle blogs.
Targeting a specific group of journalists who are relevant to your story significantly increases the likelihood of your press release being featured.
In contrast, a broad, one-size-fits-all approach can damage your credibility, as sending irrelevant pitches to journalists undermines your reputation and diminishes the chance of future coverage.
It’s important always to tailor media outreach to ensure the stories align with the journalists’ areas of interest.
It’s not a simple case of building a brand’s profile but also representing the face behind the company.
We established the founder as a leading expert in skincare, leveraging her expertise in skincare products and holistic wellness.
We targeted relevant journalists and offered exclusive commentary from our client.
Offering journalists exclusive comments is an excellent way to build strong relationships, as it provides them with unique, valuable content and assures them they have a reliable source for future stories.
If you are interested in hearing more about the services we offer, please do get in touch with one of our team.
Manchester
Suite 2, 3rd Floor,
1 City Approach, Albert St,
Eccles, M30 0BG
London
16 Upper Woburn Place,
Euston
WC1H 0AF
