St Moriz: Cybersmile

Overview

Cybersmile and St. Moriz have joined forces to encourage internet users to be mindful of the impact their actions may have on other people, raising awareness on the topic of cyberbullying and promoting kindness online

For the launch of the ‘St. Moriz Be Kind online campaign’, the leading tanning brand hosted a series of panels with influencers and reality stars where they have discussed their personal experience with online bullying, how this has affected them, and their advice following this experience. St Moriz also created a body image educational resource online with Cybersmile.

What We Did

We recommended Cybersmile as the charity of choice for this partnership with St. Moriz, aligning with their messaging ‘tan for every tone’ and ethos to spread positivity online and offer a community of support. Our Beauty PR team supported the partnership by working with key influencers as spokespeople during a panel event based on their current presence in the press and the strength of their background stories.

Our PR team’s created a press release announcing the collab and tailored mailer angles to press – ensuring the collab was always topical for example around Love Island, Suicide Prevent Day in September, and World Mental Health Day in October, pitching interview time available with the anti-bullying ambassadors and creating noise around the educational platform available and the ways in with these resources may be of use.

Results

Our Beauty Team managed to secure 15 interviews with key showbiz/lifestyle publications including nationals and glossies announcing the collaboration, creating noise around the educational resources St Moriz have provided, and creating awareness around Zaralena Jackson’s experience on trolling with Alopecia and Abbie Holborn’s trolling and bullying hell from reality fame in particular.

We exceeded KPI and secured over 146 million in terms of MPV in coverage through our partnership with Cybersmile, across national, online and print beauty, business, showbiz, and lifestyle press.

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