In January of 2019, Australian skincare brand Biologi approached Boss Media PR to devise and execute a creative communications plan. After ongoing discussions, a strategic public relations campaign was conceptualised and implemented to build on the public awareness. Since January 2019, Boss Media PR has worked consistently with Biologi on their Australian PR and in June 2019 were also chosen to be their New Zealand PR representative.
STRATEGIC TACTICS AND TECHNIQUES
The tactical plan consisted of using 9 types of communication tools whilst considering the previous strategies that had been implemented:
Launch Activity: One-on-one media briefings with key editors and journalists from beauty, lifestyle, home and news publications
Media Relations: Day to day proactive media relations through press office retainer
Brand and Personality Profiling: Built out the brand and the founder’s story to generate media interest, whilst tapping into credentials of other staff members
Agendaneering: Leveraged key happenings in the media
Calendar Hooks: Tapped into key calendar hooks such as Australia Day, National No Make Up Day
PR Content: Created bespoke PR content for unique angles, expert driven articles and by-line pieces
PR SEO: Ensuring content on high domain authority sites through featured backlinks to Biologi website
Product Placement: Biologi’s products appearing in all key titles
Creative Campaigns: Creative and trend driven campaigns devised to generate further publicity such as ‘Skin Fasting’
Through one-on-one media briefings, Boss Media PR was able to thoroughly brief the media on Biologi, provide relevant assets, provide access to experts and secure key PR stories. Media briefings have been a consistent component in our strategy, with ongoing one-on-ones taking place monthly.
Biologi engaged Boss Media PR on a monthly Press Office Retainer basis which ensured a constant flow of publicity across a wide media net. Press office retainer allows us to work with the brand in an agile manner and focus on results, rather than the number of hours on a time sheet. Boss Media PR engages with media on a daily basis to tailor new stories and publicity hooks, whilst providing the brand with daily communication and monthly press reports for both Australia and New Zealand.
BRAND AND PERSONALITY PROFILING
Boss Media PR outlined a key opportunity for Biologi in brand and personality profiling. Through press release circulation, brand stories, Q&A’s and founder interviews, Boss Media PR was able to generate substantial publicity in both high reaching domain sites and high circulating print publications.
Constant media monitoring ensures that Boss Media PR is able to keep abreast of current news and trends and thus leverage these stories for Biologi publicity. Whether through providing expert commentary, thought leadership or opinions from Biologi Founder and Creative Director, this activity enables us to generate a constant flow of publicity, much beyond just product placement.
Boss Media PR created a yearly overview of the key calendar hooks occurring each month that we could tap into for Biologi. This includes International Women’s Day, Australia Day and National No Make Up Day. By staying proactive, providing access to experts and product to trial in the lead up to these days, we are able to become a key media resource.
Outlining news hooks and relevant content was a pivotal aspect of Boss Media’s PR plan for Biologi. By drafting bespoke content, by-line pieces and exclusive quotes, we are able to continually feed the media with exclusive PR content and unique angles.
For any digital publicity, Boss Media PR ensures that the content features on high domain authority sites through backlinks to the Biologi website. This enhanced the brand’s SEO and Google ranking.
Product placement in all key media titles should be an assumed KPI for any beauty public relations. Whilst Boss Media PR recognises the importance of product placement, this merely underpins everything we do and is not the only focus.
Devising creative campaigns and formulating new trends has been a fundamental component to the success of our strategy for Biologi. This includes creating brand driven trends, such as formulating the concepts of ‘Skin Fasting’ and ‘Superbeauty’ that allows the brand to ‘own’ the concept and all the publicity we were able to generate from the idea.
In just the first 6 months, Boss Media PR secured 155 media placements across print, online, television and broadcast media. This coverage included 2 segments on Today Tonight, Studio Ten, News.com.au, The Daily Telegraph, Sydney Morning Herald, Courier Mail, Herald Sun, Gold Coast Bulletin, Elle, Marie Claire, InStyle, Whimn, Yahoo, 9 Honey, Woman’s Day, Women’s Health, OK!, NW, Body + Soul, Kochie’s Business Builders and the list goes on. The combined Australian coverage reached a global audience of over 110 million with a PR value of over $2 million in just the first 6 months. Today, Biologi has been announced as a finalist in Telstra Business Awards and continues to gain coverage across a broad media landscape.
In addition to this, within the first 6 months of implementation of the PR plan, Biologi has enjoyed record sales, including an overload of website traffic that meant that needed to upgrade their site (a good problem to have)!
For New Zealand, in just 3 months Biologi has enjoyed coverage in Viva, Good, Nadia, Eye, M2, Stuff.co.nz, Sunday Star Times, Woman’s Weekly, FashioNZ, Fashion Quarterly, just to name a few. Biologi’s Bd Serum was also announced as a finalist in Beauty Heaven’s Best in Beauty Awards.
SOME KEY HEADLINES GENERATED
“They do what they say’: Aussie honesty driving the rise of A-Beauty” ~ Sydney Morning Herald
“Eczema sufferers claim natural cream heals flaky red skin within 4 days” ~ The Daily Mail
“Byron skincare company the source of innovation” ~ Byron Shire News
“Biologi is the Byron Bay skincare brand shaking up the industry” ~ Style Magazines
“The amazing two-ingredient serum with INSANE before-and-after photos” ~ The Beauty School
“Biologi launches influencer campaign that raises over $10K in just 24 hours” ~ B&T
“The humble finger lime is in high demand for a different reason – a revolutionary tonic helping people treat nasty skin conditions and even fight wrinkles” ~ Today Tonight
“These are the skin-saving plant serums we can’t get enough of” ~ Denizen