CLIENT: Breathe Happy
At the beginning of lockdown, we were approached by Breathe Happy, a brand new brand launching the world’s first consumer reusable face masks. These were a better, safer, greener, more comfortable alternative to disposable paper or flimsy cloth masks.
It was important for everyone’s safety, for us all to understand that not all face masks provide the same levels of protection, either for the user or for those in the vicinity.
For example, typical, unlined cotton face coverings or standard paper masks are not fully enclosed and continually slip and require re-adjustment, which in itself creates a contamination risk. They also leave around 20% of all air inhaled and around 30% of all air exhaled unfiltered. Whilst Breathe Happy’s reusable, silicone alternatives actual filter air in and out with around 95% efficiency. In effect, providing the general public with the highest possible levels of protection outside the NHS.
Our mission was to highlight the many safety, comfort and environmental advantages of the Breathe Happy range of face masks in comparison with the ubiquitous paper surgical or simple cloth face masks.
With very little time or budget at our disposal and facing the challenges of an ever-changing pandemic landscape, we mobilised our Lifestyle and Health and Beauty PR teams to create a pro-active virtual press office dedicated to Breathe Happy. At a time of uncertainty, we were able to provide a go-to, one-stop-shop for media in relation to all the information, stats, facts and data they could possibly require about the use and efficacy of masks in the time of Covid-19.
Our on-line briefings proved an essential, reliable resource for media and seeded a plethora of fantastic reviews. Relevant media were also provided with Breathe Happy products to use and assess which also massaged coverage. Whilst our influencer team was also mobilised to seed significant, targeted organic coverage to support the core media campaign.
Amazing media coverage including a clean sweep of all-important, five star reviews in a host of national titles such as The Daily Mail, OK magazine, The Daily Mirror, Woman and Home, The Sun, The Times, Forbes and the Evening Standard, helped educate consumers both about the risks of traditional cloth and paper masks and the safety, environmental and comfort advantages of Breathe Happy reusable masks.
Coverage led to a massive increase in both consumer and trade sales and targeted coverage in key trade media such as Retail Week led to significant B2B sales as companies in the front line, such as hair salons and retailers, wished to provide optimum safety and peace of mind for both employees and customers. Awareness also led to multiple independent Pharmacy Award nominations.
If you want to ensure your new product launches cut through the ‘noise’ to resonate with your target audiences, get in touch and we will show you how we have helped create tangible commercial success for brands such as Breathe Happy.