THE BRAND
A luxury candle company crafting hand-poured, natural soy candles in the USA, each of which features rich smells that will uplift your mood, has consistent sales but wants to increase brands awareness to further scale their business.
SERVICES PROVIDED
- Influencer Marketing
- Public Relations
- Affiliate Marketing
- Celebrity Seeding
- Product Placement
CHALLENGES
The brand wanted to see immediate results, but had a limited budget to invest in influencer and affiliate marketing and limited distribution (product was only available in the United States), meaning that resources were limited to very few paid collaborations and primarily prioritized gifting and commission-based campaigns and there was no digital marketing campaign to support the overall PR objectives.
STRATEGIES
- Partner with both macro- and micro-influencers to balance the campaign and optimize reach. To optimize the budget, we focused on one major influencer placement per month and multiple micro-influencer placements.
- To increase sales, we focused on a creatives-based affiliate marketing strategy that would drive traffic and sales to the site to increase both brand awareness and sales.
- Focus on storytelling using the founder’s story and the quality of product as key differentiators, pared with affiliate links to optimize media placements.
RESULTS IN THE FIRST SIX MONTHS
- Product seeded to more than 140 influencers & celebrities
- 80+ tagged in-feed tagged posts (reach: 5.3 million)
- 100+ Influencers & celebrities tagged UG stories (reach: 14.2 million)
- 25 Press Placements spread across major, regional, and online publications including Allure, BuzzFeed, The Zoe Report, WWD, Apartment Therapy, & Reader’s Digest.
Pink Sheep Publicity 