DIGITAL PR & BRAND PARTNERSHIPS
Jurlique is a heritage, natural-based skincare brand from Australia. Celebrating the power of nature, Jurlique uses certified organic and biodynamic farming methods in order to harness that power and distill it into each of its products.
Though the brand is well-established in Australia and Asia, there was a lack of awareness in the UK, with no brick and mortar stores in the UK.
In July 2020 WHITEHAIR.CO was appointed as the UK PR agency for Jurlique. WHITEHAIR.CO's brief from Jurlique is to increase brand awareness with high-quality coverage throughout the UK press and relevant influencers.
This was to be achieved via the following tactics:
Proactive and reactive UK Press Office service for all beauty and lifestyle media
Product seeding for relevant press and influencers
Creative activations around relevant calendar moments
This activity was supporting by the following efforts to improve SEO of the UK website and data capture:
DoFollow backlinks from other high-domain authority platforms, blogs and publications
Brand partnerships for data-capture opportunities, primarily via competitions.
SEO CAMPAIGN: ONLINE MEDIA & BLOGS
As part of the focus on digital PR to secure DoFollow backlinks from high domain authority platforms, blogs and publications, WHITEHAIR.CO secured 11 organic backlinks from online platforms with DAs ranging from 29-71. This included titles such as Stylist and Get The Gloss, as well as lifestyle and beauty blogs.
Brand partnerships for creative activations
WHITEHAIR.CO has organised partnerships with brands in order to support creative activations around topical hooks including:
Partnering with Patch Plants to gift key journalists with the Jurlique Activating Water Essence & a houseplant in order to raise awareness of the tree-planting initiative launched by Jurlique in response to the bushfires in early 2020.
Hosting a “The Reality of Ageing” webinar with Rosie Green & Amanda Lamb (open to the public), in which Rosie & Amanda reflected on all they experienced, learned and enjoyed about life in their mid-30s, via an audience Q&A. This raised awareness with the consumer around Jurlique’s 35th anniversary, with up to 200 audience members / participants.
Partnering with MasterPeace to host live painting classes for press and influencers ahead of Galentine’s Day (13th February). The two events garnered 56 pieces of social coverage with a reach of almost 1 million followers, and brand credits in titles such as Metro and standard.co.uk
brand partnerships for data capture
To create data-capture opportunities, WHITEHAIR.CO first identified brand-relevant and topical themes, followed by brands or publications that were well-aligned with Jurlique. This meant that the partner brand would reflect both Jurlique’s values and consumer profile, as well as the brand's database size, so that each collaboration would be mutually-beneficial. WHITEHAIR.CO then worked with the brand or publication to host a consumer-facing competition, for which email address capture was an entry requirement (in line with GDPR).
This has resulted in the following:
3x competitions, 2 with brands (Erbology & Boody, People Tree), 1 with Cosmopolitan Magazine (online).
6.7k+ email address captures.
AFFILIATE PROGRAMS & TRADITIONAL PR
WHITEHAIR.CO leveraged press affiliate programs via Skimlinks to secure editorial credits, while also implementing a reactive press office service in order to capitalise on opportunities with print media. This resulted in 50 pieces of coverage within eight months, including credits with titles such as: Hello!, Mirror, Get The Gloss, Stylist, Good Housekeeping, Evening Standard, Metro among many others
KOLs | jurlique x farm girl
Through a strategy combining organic seeding and paid-for activations, content was secured with well-respected beauty journalists and influencers around specific themes including Picnic Week, Galentine’s Day, new product launches, and more. This included the the likes of Daisy Lowe, Trinny Woodall, Ateh Jewel, and Ruby Hammer.