Case studies
Kiss Products
Kiss Products are the USA’s number artificial nail company and are distributed globally www.kissusa.com . After a hiatus from PR, and with exciting beauty launches in the pipeline, they invited Alex Silver PR to put together a proposal which saw an emphasis on product placement, celebrity endorsement, promotion with high profile beauty specialists, and an all round PR push with brand reputation.
Strategy
We wrote creative and time appropriate press materials, re-introducing journalists, bloggers and stylists to the brand and promoted the link between Kiss Products and high profile celebrities. We liaised with journalists and make up artists on a daily basis; selling in on the phone, attending desk visits, sending products for shoots and ensuring that Kiss Products were seen as products to provide ‘the salon look, without the salon pricetag’. We also supported Kiss Products at events such as London Fashion Week, Professional Beauty and The National Wedding Show to name but a few.
Results
Click here for examples of press.
Helena Biggs from Scratch magazine says:
“The team at Alex Silver PR are an absolute pleasure to work with. Their efficiency and organisation is second to none and their friendly approach is highly commendable and welcomed. The team certainly make my job a lot easier with regard to brand inclusion, and I’m particularly impressed with their releases on Kiss products, which are consistent, topical and interesting – always offering up a new angle to explore and develop.”
Focus Clinics
Focus Clinics are one the UK’s leading eye laser specialists www.focusclinics.com. Having had a few features in the press previously, Focus Clinics decided to embark on a PR campaign to raise awareness in the latest eye laser treatments, profile chief surgeon and presbyopia specialist David Allamby, and ultimately drive footfall towards the clinic itself.
Strategy
We created a campaign to hype up Focus Clinics’ outstanding rate of success with their Z LASIK treatment and promote groundbreaking procedures launched exclusively at the clinic. We sourced case studies who were willing to talk publicly about their treatment, built relationships with journalists via offering exclusive demos, worked closely with the marketing department to ensure synergistic communications, promoted the clinic’s very own Eye For An Eye campaign, and profiled David Allamby for professional opinion. We liaised with the manufacturers of the technology within the clinic and ensured we had peer related articles for the treatments.
Results
Click below for examples of press:
http://www.dailymail.co.uk/sciencetech/article-2036205/Z-Kamara-eye-surgery-end-need-reading-glasses.html
http://www.telegraph.co.uk/health/healthnews/8754607/The-4000-eye-implant-to-replace-reading-glasses.html
Ellie O’Mahoney, Lifestyle Editor of Fabulous says:
“I worked with Alex Silver PR to look at the latest vision correction technique Z LASIK at Focus Clinics for a health feature. They were very informative and knew the magazine well enough to suggest the slot it would work best for. On a personal note, they’re always a pleasure to work with.”
Vani-T
Having already established themselves as Australia’s number one organic tan, and with a slew of celebrities such as Dannii Minogue, Jennifer Aniston and Cameron Diaz raving about the products, it was our brief to introduce Vani-T to the UK market and promote them as a premium tanning and beauty company.
Strategy
By devising a double pronged approach, we were able to promote Vani-T to trade and consumer press with equal success. We supported Vani-T at trade shows, liaised with high profile salons and contacted respected celebrity tanner James Read to work alongside the brand on various projects. With creative press materials and products send outs, we gained extensive press exposure in top publications such as Glamour, Cosmopolitan and Marie Claire.
Results
Click below for examples of press:
Trimmer You
Trimmer You are a luxury boot camp offering a unique experience for women looking to lose weight and improve fitness levels www.trimmeryoubootcamp.co.uk. Having launched in an already saturated boot camp market, and with competitors everywhere, it was our brief to make Trimmer You stand out from the crowd and highlight their USP of providing world class fitness training alongside a luxurious, 5 star location.
Strategy
As well as pitching for relevant articles and lead times incorporating ‘New Year, New You’ angles, we profiled fitness trainers from the camp in relevant health pages, cordinated competitions and organised a press trip with key journalists to demonstrate how Trimmer You worked. This resulted in reviews such as telegraph online, My Weekly’s slimming special, and respected mother’s magazine Angels and Urchins. We also coordinated celebrity endorsement from The Only Way Is Essex’s Sam Faiers, and had an exclusive double page spread in popular weekly magazine Love It!
Results
Click here for examples of press:
http://www.telegraph.co.uk/active/8429152/Bootcamp-the-mother-of-all-challenges.html
Feature driven PR
Hot off the press
As well as a product placement, Alex Silver PR represents different experts in the area of aesthetics and advanced beauty procedures. For instance, leading anti-ageing and cosmetic expert and visionary, Heather Bird, runs her own specialised clinic in London’s prestigious Beauchamp Place and requires a specific, more feature driven approach to PR, that requires a high level of skill, solid contacts and tenacity to ‘sell in’ a story.
Leading cosmetic dentist, Mervyn Druian at the London Centre of Cosmetic Dentistry, is another prime example of what it takes to ignite the imagination of the journalist, enough to secure features in leading glossy magazines, newspapers and supplements.
Brief
- To establish our experts as leading edge authorities in the area of advanced beauty/cosmetic procedures thus increasing their professional profiles.
- To generate consumer awareness of them as individuals and all they have to offer at their clinics.
- To ensure maximum feature placement of their offering as a whole in the national consumer and relevant regional press.
Strategy
- Introduce Heather Bird, Radical Beauty and Dr Mervyn Druian to key journalists.
- Position them as leading authorities in their respective fields.
- Book key journalists in for cosmetic treatments and encourage the trial of products with the view to securing editorial coverage.
- Develop strong feature ideas and sell these ideas into key publications.
- Secure editorial coverage for the clients to drive footfall to the clinics and create brand awareness within the cosmetic industry.
Results
Alex Silver PR has succeeded in achieving substantial coverage in the consumer press for our clients and their clinics. Each client is now recognised as a leading authority on aesthetics/cosmetic procedures in this country and they are regularly quoted in the national press. Each has seen a marked rise in footfall.
“In just a few months, Alex Silver PR has put HB health on the anti-ageing specialist map and generated fantastic interest from some of the most important journalists -we couldn’t have asked for more”. Heather Bird at HB Heatlh.
Average of 7 pieces of coverage a month. Reaching 9,800,000 people.
