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Building Brand Awareness With Top-Tier Press Ahead of Launch to Market In the Midst of Covid
Services
The Results
51Total Media Placements
417.2M+Total Media Impressions
1Award
Challenges
In the midst of the global pandemic, Power Digital’s Beauty Division PR arm, was tasked with establishing brand awareness for Ace of Air – the first beauty and wellness brand created to redefine clean beauty with fully integrated skincare + supplements + zero waste packaging – ahead of its formal launch to market in January 2021. In absence of an established online presence, Power successfully positioned Ace of Air as an industry disruptor in order to secure powerful press coverage (prior to product sample availability) timed to launch across top-tier business, trade and consumer outlets.
Solutions
In order to cement Ace of Air as a true disruptor and first in the industry, Power created a strategic pre-launch strategy leveraging the brand’s circular economy model, founding story, and ultimate mission to create an entirely new world of personal care where the planet thrives as much as its people. Power executed a thoughtful launch strategy consisting of targeted outreach inclusive of an exclusive feature, 1:1 founder interviews, embargo outreach, newsjacking and a day-of-launch press release on PR newswire. Power successfully positioned Ace of Air with media as a wellness + beauty brand that has reimagined the way we look at the industry, taking 100% of responsibility for the complete lifecycle of its packaging.
Results
Within 12 hours of the brand’s website launch, Power secured more than 230 million impressions, with features in Fast Company, Forbes, Well + Good, and The Zoe Report. Ahead of the consumer product launch that followed, Power garnered a total of more than 408 million impressions, with coverage in more than 50 business, consumer and trade publications including and not limited to, Vogue, WWD, CEW, POPSUGAR, Yahoo! Life, Glossy, and more.
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