We teamed up with celebrity ambassador Michelle Heaton to spearhead awareness of our new campaign. Not only is she a household name, we felt that her personal journey, after entering surgical menopause at just 35 years of age as a consequence of a hysterectomy, resonated with many of users and potential users of Silk’n Tightra.
We are often not confident about talking about ‘down there’ but with Michelle’s help we were able to open up the conversation through the media and get Silk’n ‘on mission’ in relation to encouraging women’s self-confidence, through better control and sexual satisfaction in their daily life, through using Silk’n for Tightra, a revolutionary, non-invasive vaginal rejuvenation device.
So, how did our beauty PR team launch the campaign? Firstly we engineered a major video and photo shoot on location to gather assets for use within the media to fully promote the partnership and Michelle’s story (with videos focusing on the themes of Michelle’s relationship, her family, her passion for fitness and the taboo topic of female intimate health).
Then our beauty team, together with Silk’n management, hosted a memorable breakfast launch event in October 2019, at The AllBright in Fitzrovia. The venue fitted the campaign perfectly – a private members club focused on creating networking opportunities for women in business. As the press ate from the delicious buffet, we had a Q&A session with Michelle, revealing her experience with the product and why she felt compelled to join the ‘Own Your Confidence Campaign’.
Press in attendance were also offered a 1:1 interview with Michelle to secure that all important exclusive commentary. Every last detail was on brand with the colour scheme of the Silk’n for Tightra including branded cupcakes, an Instagram worthy flower wall and beautiful fresh flowers.
To make sure we nailed optimum coverage and confidence enhancing messaging across online and print titles – as coverage is crucial, right? We carefully curated and managed the relevant, top-tier press such as Woman & Home magazine, the Daily Star, Closer and Bella magazine. This ensured not only immediate coverage on the back of the event, but provided ‘fuel’ for pipeline features in the longer-lead titles. Watch this space!
Oscar Middendorp, Managing Director of Silk’n says: “As a busy and successful working mum who has been so open about her struggles as a woman, Michelle is the perfect ambassador for the Silk’n Tightra. Whether you have just had a child or are losing the strength in your pelvic floor due to the menopause, this device can work to help your vagina look and feel more youthful. We are delighted to be working with Michelle to launch the Silk’n Tightra into the UK.”
The Brandnation beauty PR team has an outstanding track record of creating and executing successful integrated health and beauty focused brand campaigns that include PR, social media, content and creative. Check out some of our case studies here or contact us directly at firstname.lastname@example.org.