Case Studies
Compass Box Whiskey Co.: Cultivating a New Audience...
OBJECTIVE
- Establish own-able event platforms to introduce women to Scotch whisky
- Embrace range of styles, approachability and versatility
- Enhance industry relations with mixology and culinary community
APPROACH
- Leveraged International Women’s Day to toast to women's empowerment worldwide (3rd consecutive year)
- Aligned with top female mixologists in key global markets to design original cocktail portfolio
- Established charity alliances that underscored women’s empowerment message and connected to the target audience
IMPACT
- Coverage in Wall Street Journal, The New York Times, NY Magazine, NY Post, WPIX TV and top food and cocktail blogs
- Visibility and sold-out tasting events translated to thousands of new potential customers
MD Solar Sciences: Making a Doctor Brand a Beauty Brand
OBJECTIVE
- Establish brand as the only physician developed mineral-based sun care system for adults and children
- Position MD SolarSciences as a beauty must-have for anti-aging and skin cancer prevention – 365 days a year (not only during summer season)
- Drive retail interest/expansion – beyond physician offices
APPROACH
- Inform journalists and bloggers of points of difference from clinical/physician and consumer point of view – texture #1 attribute
- Create third-party credibility with industry alliances; awarded Skin Cancer Foundation Seal of Approval on all products
- Introduce brand to tastemakers (sun lovers and fair-skinned celebs)
- Sampling opportunities that drive awareness, cachet and trial - Hampton Jitney, Miami Swim Week, Hollywood mom delivery, Jennifer Klein Annual Bash
IMPACT
- Achieve year-round editorial coverage in A-list publications/media outlets
- Solidified Tinted Mineral Gel SPF 30+ as VIP "cult" favorite
- Opened doors and retail locations at prestige spa and resort locations, high-end and independent pharmacies
Vitacare: Reinvention in Oral Care Aisle - An Opportunity to Smile About
OBJECTIVE
- Raise national awareness and buzz as a strategy to help open retail doors and fuel distribution
- Reach influential beauty and healthcare journalists to spread the word on Vitacare’s efficacy
APPROACH
- Drive consumer understanding and preference for VITACARE point of difference and benefit – first-ever vitamin infused oral care
- Establish own-able platform that translates across all marketing channels – VITACARE SMILE-MAKERS
- Elevate brand visibility among key business stakeholders
IMPACT
- In 12 months, achieved featured coverage in numerous publications including InStyle, The New York Times, People Magazine, Star Magazine and featured by Kathie Lee and Hoda on the Today Show
- Recognized as “Best Oral Care Product in 2012” by Delicious Living Magazine
- National buzz assisted in opening retail doors: Whole Foods Market and other natural chains have made VITACARE a sought-after product in the oral care aisle.
