Jurlique case study:
digital pr & BRAND PARTNERSHIPS
about Jurlique
Jurlique is a heritage, natural-based skincare brand from Australia that uses certified organic and biodynamic farming methods in order to harness the power of nature. Jurlique’s commitment to sustainability and ethical practices infuses each of its products with a remarkable blend of effectiveness and gentleness, delivering unparalleled results.
The brief
In July 2020 Jurlique approached WHITEHAIR.CO to improve SEO of the UK website and gain customer and traffic acquisition. This was to be achieved via DoFollow backlinks from other high-domain authority platforms, blogs and publications. The brand also wanted to develop its UK database via brand partnerships for data-capture opportunities, primarily via competitions.
After the initial contract period, WHITEHAIR.CO identified that, although the brand was well-established in Australia and Asia, the image was a little “dusty” in the UK. And pitched to increase the scope of work in order to raise both awareness and profile via l PR/influencer relations; and creative activations.
digital pr & Brand partnerships for data capture
As part of the focus on digital PR to secure DoFollow backlinks from high domain authority platforms, blogs and publications, WHITEHAIR.CO secured organic backlinks from online platforms with DAs ranging from 29-71. This included titles such as Stylist and Get The Gloss, as well as a number of lifestyle and beauty blogs.
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 resulted in competitions with brands including: Erbology, Boody, People Tree, Cosmopolitan and Aery with a combined email data capture of 16.5K+.
brand partnerships for creative activations
WHITEHAIR.CO organized partnerships with brands around topical hooks to create the following activations:
-
Partnership 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.
-
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, the two events garnered 56 pieces of social coverage with a combined reach of almost 1M followers.
-
Partnering with Farm Girl to host consecutive press and influencer events to take place during Organic September, to help create buzz around the brand in lieu of NPDs. The events highlighted some of Jurlique's hero ranges. Farm Girl collaborated on drinks and menu, and for the influencer moment, Jurlique also provided terrariums for an immersive experience. This resulted in a total IG Reach of 673.2K+, with 50+ stories, 2 grid posts, 53+ tags to @jurlique_uk.
-
HERE you can see just some of the content.
affiliate programs & digital pr
WHITEHAIR.CO leveraged press affiliate programs via Skimlinks to secure editorial credits, while also implementing a reactive press office service in order to capitalize on opportunities with print media.
This resulted in 50 pieces of coverage within eight months, including credits with titles such as: Vogue, Daily Mail, Refinery29, Hello!, Get The Gloss, Evening Standard, Metro among many others.
kols
Through a strategy combining organic seeding and paid-for activations, content was secured with well-respected beauty journalists and key influencers around specific themes such as Picnic Week and Galentine’s Day. This included the likes of Daisy Lowe, Trinny Woodall, Ateh Jewel, and Ruby Hammer. View our Instagram highlights for just some of this content.
launch event
For the first new product launch in a number of years, WHITEHAIR.CO was briefed to make a splash around the new Rare Rose Collection,and a Christmas showcase with an influencer and press event. The aim was social media interactions and ultimately coverage.
The event was held at Peggy Porschen’s Chelsea Rose Room, a private dining area with rose decor, which was set up with a ‘selfie’ area where we transported guests to the Jurlique farm, along with showcasing the Christmas gifts and the much-anticipated advent calendar. Journalists and influencers were treated to rose themed food and drink over a Jurlique presentation. The goal was to provide a quick brand background, introduce the new brand direction, and do a deep dive into the new products. There were also two stations for product experiences and hand massages. Attendees left with products to try at home. View some of this content HERE.
Results:
-
32 top journalists and influencers attended the event
-
85 tagged stories for @jurlique_uk
-
Total IG Reach = over 2M
testimonial
“WHITEHAIR.CO have been essential in helping to bring Jurlique back to front of mind in the world of media in the UK. They have secured some great coverage thanks to their determination to get product into the hands of key media partners. The team is a pleasure to work with and nothing is too much trouble. Thank you Emma and team."
Claire Roberts, Jurlique Marketing Consultant, UK & Europe
