PR Campaign for VIP Italia

We increased brand awareness for VIP Italia, one of Europe’s leading beauty and cosmetic brands, adding to their SEO by producing a lifestyle campaign.

The Challenge

The client wanted to boost their SEO and earn links and mentions back to their website by getting featured in health and lifestyle publications. To increase their presence in the beauty industry and global markets, the digital PR team was tasked with creating a campaign that would appeal to journalists in this vertical.

Given that the market is saturated with well-established and recognised brands, we knew that it would be difficult to get our press releases to stand out from the crowd. So, we decided to produce an ever-green, data-driven campaign that had the potential to generate links and mentions over time in regional, national and industry-specific publications.

How We Did It

The campaign focused on the demand for anti-ageing treatments in different cities and countries. We gathered data by analysing Google search data for popular youth-preserving treatments, such as Botox, facelifts and dermal fills and then normalised the results based on population.

On top of this, we gathered quotes from beauty clinics in each area to provide further insights and increase the appeal to local publications. We also gathered feedback from journalists to see how we could improve the campaign even further. To add a human element to the story, many journalists were asking for case studies so we interviewed a beauty blogger who got Botox at 25. We knew that the very fact that she started getting Botox at such a young age would make this piece more newsworthy. Additionally, the research was supported by infographics that could be used by journalists to make it easier for their readers to understand the data.

The Outreach Strategy

We wanted the campaign to generate compelling headlines and appeal to a range of health, lifestyle and beauty journalists. That is why we selected a topic that would allow us to not only gather data that would appeal to health publications but also human interest stories that would grab the attention of lifestyle and beauty journalists.

When we launched the campaign, we created as much buzz as possible. We did this by sharing the findings on the client’s social media channels and running a Facebook Ad campaign that targeted journalists in relevant regions. This allowed us to get more eyes on the story and generate more traffic to the client’s website. We sent out personalised pitches to over 200+ journalists at national, regional and industry-specific titles, as well as 10+ video pitches to editors and journalists at the client’s dream publications.

We also monitored news alerts and journalist requests to spot additional publications that we could reach out to with our data and case study. This led to us landing coverage in one of Europe’s top news publications.