CASE STUDY: ARGANIA
Argania gets on trend
Argania is a New Zealand hair, oil and skin care line, that uses high quality, ethically-sourced argan oil and the use of beauty-boosting native kiwi oils such as Evening Primrose.
The increasingly crowded argan oil infused beauty products market meant we had to clearly communicate Argania’s points of difference so we conducted a press briefing with select journalists and influential bloggers to introduce the full range of products and extoll their virtues.
Storm worked in different ways with beauty journalists to gain coverage; with Argania’s own experts to contribute to relevant features; running competitions with national media where editorial was not possible; tapping into what’s hot and trending now pages and selected product placement for the brand.
Over 74 pieces of coverage with a reach of over 20 million was generated during the six-month campaign in national media, consumer print, online and high-reaching beauty blogs. Storm achieved eight pieces of national coverage for the brand.