Urban Veda Natural Skincare
Catalyst ensured all press were notified about the launch into Boots. We targeted National, Consumer and Regional titles to book in product placement and competitions. The response was huge, press developed feature ideas around Ayurveda and included Urban Veda products and quotes from the founder in their pieces. We acquired a mixture of coverage across different publication types. We placed over 30 competitions in regional magazines, ensuring we targeted areas that had a Boots that stocked Urban Veda nearby, this included multiple front cover page mentions .The total outreach for the acquired PR on the Boots launch was over 5 million across traditional and digital platforms. To achieve the above, we edited all existing and new press releases and made Boots the main focus, and the main stockist listing. We also managed multiple physical mailings and distributed the Boots stocked products to members of the press, this included Boots Health and Beauty Magazine to make sure the brand was on their radar to influence the chance of social media mentions.
Urban Veda are a multi-award winning natural skincare brand inspired by ancient Ayurvedic principles. The brand has formulated four ranges, each of which has been created to suit specific skin types associated with their Dosha.
In June 2017, Urban Veda appointed Catalyst to handle their UK PR outreach and social media accounts. In November 2017 Urban Veda got news that they would be launching into 80 Boots stores across the UK with 8 of their lines, for a minimum period of 12 weeks. Read on to find out how we made the most of this exciting retail launch.
As well as an extensive PR outreach plan, Catalyst put together a 3 month advertising strategy that would run for the duration of the Urban Veda Boots listing. We worked with a mixture of campaign types including Engagement campaigns and Traffic campaigns and ran these across both Facebook and Instagram. We implemented fortnightly giveaways to increase engagement on the page and follower counts. The traffic campaigns targeted different areas of the UK, we focussed on the areas that had an Urban Veda Boots stockist. From the traffic campaigns we had over 1,500 clicks, which drove a vast potential customer audience to the Boots website. The social outreach for the duration of the 12 week listing was a great success and had impressive results across the board improving following, impressions, reach and engagement. The 12 week strategy achieved over 140,000 impressions and reached over 120,000 people. All influencer and blogger contacts were notified about the Boots listing and encouraged to also implement this news on their social pages using the @bootsuk handle.
To ensure consumer participation and to spread brand awareness, we implemented a #FindUrban campaign on social media. The campaign encouraged the public go into their local Boots store and post on social a picture of themselves and Urban Veda. This was also a great tool for us to check stock levels and availability across the 80 stores. The social campaign was picked up by Money Magpie and featured on their website. Consumers would receive a free travel size sample for participating, the organic post received close to 500 comments and likes and reached almost 8,000 people resulting in multiple entries being received. The campaign ran across Facebook, Twitter and Instagram and we had customers participate on all channels.