Digital PR & Brand Partnerships Case Study
about the brand
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 capability 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 was initially focused around improving SEO of the UK site, along with UK data-capture, for newsletters.
This was to be achieved via the following tactics:
DoFollow backlinks from other high-domain authority platforms, blogs and publications.
Brand partnerships for data-capture opportunities, primarily via competitions.
Additionally, this activity was supported by the following efforts:
Reactive UK Press Office service for traditional print media.
Paid-for ambassadorships with opinion-leading influencers.
Creative activations around relevant calendar moments.
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 also 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 brands 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 which email address capture as an entry requirement (in line with GDPR). This has resulted in:
7x competitions, 5 with brands (Erbology & Boody, People Tree, Glow Bar & Aery, Jilla Active, Farm Girl & Ethereal Blooms), 1 with Cosmopolitan Magazine (online), 1 with MarieClaire (online).
11.2k+ 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.
Organic september | jurlique x farm girl
In order to help create a little buzz around the brand and keep momentum going in the UK market, WHITEHAIR.CO facilitated a partnership with natural and healthy brand Farm Girl to host an intimate event to take place during Organic September 2021.
A small list of target press & influencers were invited to a breakfast where Jurlique’s hero ranges were presented, including the 2021 Christmas gift sets, whilst guests learned more about the brand. Farm Girl collaborated on drinks and menu, taking inspiration from Jurlique’s botanical ingredients.
Guests were also guided through creating their own terrariums to build or take home to complete.
This resulted in:
22 guests attended
Total IG Reach = 673.2k+
50+ stories, 2 grid posts, 53+ tags to @jurlique_uk (see left/right)
64 new followers to @jurlique_uk in following 12-24 hours