How we achieved 38 pieces of coverage
and reached over 3.5 million people
in just 6 months for Nostara
THE BRIEF
Nostara is a luxury home fragrance brand based in Somerset, founded by Nikki Holt. Nikki came to us for a six-month PR campaign to raise brand awareness of Nostara and achieve media coverage in national and regional press.
THE CHALLENGE
With the home fragrance industry being highly saturated, our challenge was getting Nostara noticed by journalists above the rest of the crowd.
THE SOLUTION
We compiled a press release highlighting all of the brands USPs. This included focusing on the eco-friendly materials used to create long lasting scents, the fact that Nikki had teamed with an award-winning perfumer to create unique fragrances, and the brand’s ‘MANdle’ scent of Leather & Vetiver – a perfect option for men. We also interviewed Nikki and compiled her profile to tell the story of how she started Nostara, sharing the story to press for potential interview opportunities.
The team crafted individual and tailored pitches to journalists introducing Nostara to press and offering samples of its luxury range of candles, reed diffuser and room sprays. This meant that journalists were able to experience the incredible fragrances themselves and see first-hand how luxurious they are. Journalists are much more likely to write about products they have personally held in their hands, especially with scents as they can vary hugely from brand to brand.
We made sure Nostara was front of mind for round ups and features for key calendar dates such as Valentine’s Day, Mother’s Day, Father’s Day, and Christmas. The team also kept an eye open for any relevant media opportunities we spotted in press where we could put forward Nostara.
THE OUTCOME
In just six months, we achieved 38 pieces of national and regional coverage for the brand in titles such as Country and Town House, YOU.co.uk, The Mirror, Daily Express, Country Homes & Interiors, Top Santé, Natural Health, Soul & Spirit, and a double page spread in Somerset Living magazine which told the story of Nikki starting the brand and plans for the future. This coverage was seen by over 3.5million people and if the same coverage had been bought in advertising it would’ve cost over £486,000!
