The lifestyle and wellness company OLIKA had developed two bird-shaped hand sanitizers and tasked BCENE PR to position the products as “better-for-you” alternatives to other hand through brand messaging, earned media and product seeding. The campaign built around these concepts has earned first place in the “Beauty, Fashion or Lifestyle Campaign” category of the PR Daily Awards.
The second-generation product, dubbed “Minnie,” inspired BCENE PR to develop key phrases to define the product and brand messaging (“Improves skin hydration for up to 24 hours” and “Contains over 350 sprays and lasts 10x longer than comparable gel-based hand sanitizers”).
The campaign began with an exclusive with Fast Company, designed to introduce Minnie to the entrepreneur, business and investor community. With that launch delivering successful metrics, the team introduced Minnie to consumer, beauty and lifestyle editors by sharing the product with them along with key differentiator messaging focused on quality, value and ingredients. The team focused on opportunities to fill niche reporting and take advantages of angles such as the holidays (stocking stuffers under $10) and fall (back-to-school essentials).
Minnie appeared in 70 pieces of top-tier earned media coverage (including Business Insider, “Good Morning America,” O, SELF and InStyle), delivering 521,000 brand impressions. The team also made use of previous product seeding work with celebrities to land high-profile movie placements. Awareness grew by 192%.
Congratulations to BCENE PR’s Brittanie Clement Price.