Overview/ Challenge:

Terri Vinson, Australia’s leading skin scientist, released her first book, Skinformation: A Clean Science® Guide to Beautiful Skin, in November last year. With Victoria in the midst of a strict lockdown during the lead up to its release date, the client sought to undertake a book launch, supported by a traditional public relations campaign. With physical events off the table, Modern Currency pivoted to accommodate these restrictions, by coordinating a virtual book launch via Zoom. 

An imperative aspect of this event was to allow Vinson the opportunity to effectively communicate the book’s key messaging to the target market via the same, if not a similar process to an in-person book launch. 

Execution:

To emulate such an experience, we engaged an MC to interview Vinson about Skinformation, the writing process, why she felt inclined to write the book, and facilitated questions from the virtual audience. 

Key beauty and lifestyle media, literacy reviewers, podcast hosts, influencers and key opinion leaders (KOLs) from across Australia were invited via an e-invitation to attend this launch, with attendees receiving a luxurious gift pack containing a copy of Skinformation, skincare from Vinson’s skincare company, Synergie Skin, and an array of treats to enjoy ahead of the event. 

At the event’s conclusion, we distributed relevant press materials regarding Skinformation, including a press release and high-res imagery, and additional commentary from Vinson, upon request.

Results:

Overall, the Skinformation virtual book launch was well-received with over 48 guests in attendance. Following on from the event, press coverage arose from media outlets, including Body+Soul, Hunter & Bligh, Beaute Industrie, and Women’s Agenda. A media buying opportunity was also coordinated through Vogue Australia and Vinson appeared on Gritty Pretty Radio. 35 pieces of social content were also shared as a result of this event. 

Due to the event’s success, the client requested a second virtual book launch to be coordinated to help further promote the book in Australia, whilst also serving as a launch for the New Zealand marketplace.