On July 19th 2019, Quinn’s founder Katrina Allen woke up to a swirl of publicity for her brand and a sudden desperate need for a PR and Marketing Agency. Overnight, Vogue had uploaded a video to their Youtube channel of Khloé Kardashian’s beauty routine and the first product featured was Quinn’s Rose Petal Witch Hazel, a $13.95 toner sold exclusively on Amazon that we still don’t know how Khloé came to be using.
The publicity was organic and the toner sold out instantly when the video went live. Modern Currency was called in to act reactively, building upon the organic buzz to keep Quinn’s in the minds of beauty-lovers across the world. The objective was to leverage off the publicity created by Khloé Kardashian to increase sales and brand awareness for Quinn’s internationally.
What did Modern Currency do?
We created a PR calendar for the length of our project and compiled a list of leading beauty and lifestyle media across Australia, the US and the UK. An initial press release focused on Khloé Kardashian’s use of Quinn’s Witch Hazel and further press blasts built upon the increased brand awareness to focus on the effectiveness and versatility of Quinn’s other products. Our outreach was targeted at Beauty Editors across the world and received positively, resulting in many digital and print articles on Quinn’s products.
Modern Currency created social channels for Quinn’s, integrating their platforms and creating a strong brand identity across social media. We managed planning, content creation, scheduling and posting of all social media content. A strong brand vision was created, with a social media plan that covered off Quinn’s main content pillars; including instructional content, product imagery, user generated content and more.
Social Media Advertising
With the creation of organic social media traction, we also used paid Facebook ads to increase consumer awareness of Quinn’s. We used a combination of campaign objectives to ensure brand awareness and direct sales of Quinn’s products increased as the ads ran. High click-through-rates were achieved by targeting specific audiences that purchased and loved Quinn’s product.
We developed a product seeding campaign to ensure that other people of influence were using and talking about Quinn’s products. A targeted outreach program ensured that we got Quinn’s into the hands of not only influential people who’s audience aligns with the brand, but also people who will genuinely use and love the product. Strong responses were recorded from recipients across Instagram and YouTube.
Strong, swift, reactive work lead to the immense success of Quinn’s initial campaign. We delivered great results for the client as we leveraged off existing coverage to elevate the brand.
Campaign results included:
- Dedicated articles in successful international publications including Daily Mail, US Weekly, news.com.au, Marie Claire and Shape Beauty.
- Total print and digital circulation of PR coverage equalled over 30.32 million.
- Product seeding to 40+ influencers including Tammy Hembrow, Lana Condor, Laura Lee, Nina Dobrev and Taylor Hill.
- Product seeding campaign resulted in Quinn’s being sent to KOLs with a combined audience of over 61.58 million across Instagram alone.
- Youtuber JuicyJas, with 764k subscribers, has consistently spoken about her love of Quinn’s since receiving her PR send out. She has mentioned Quinn’s in 2 videos with over 328,000 views.