Case Studies

Sprayground

Challenge

HJ-PR was tasked with supporting Sprayground’s ongoing news stream with top tier PR placements around new launches, collaborations and business profiles.

Approach

We developed a bespoke media relations program focusing on national, consumer, lifestyle and business publications. We got product in the hands of the most influential journalists and influencers.

Results

  • Press has included traditional print, online and seasonal gift guides, in target fashion, music and business publications.
  • Top tier business profiles, including New York Times, Los Angeles Times and Forbes.
  • Top tier fashion outlets, including WWD, MR Mag, HybeBae and TMRW.

Dose & Co.

Challenge

HJ-PR was tasked with finding 3000 micro influencers for the Dose & Co US launch and Khloe Kardashian partnership, encouraging influencers to try the product and post about it on their Instagram pages.

Approach

We found and vetted 3000 Micro Influencers (social followings between 10K – 150K), demographics:

  • Gender: N/A
  • Location: US nationwide
  • Age: 21+
  • Community: Lifestyle, Tastemaker, Mom’s and Fitness influencers who can speak to the taste of Dose & Co., the benefits and why they like it.

Results

Vast engagement on the brand to coincide with the launch, whilst it was not a requirement, influencers had the option to promote Dose & Co. on their stories, which 80% did, tripling the amount of followers on Instagram in just 6 months.

High 90's

Challenge

HJ-PR was tasked with launching the product to press across the states, with a focus on Los Angeles.

Approach

We implemented a launch campaign, building the unique ingredients of High 90’s, and sending PR packs to top consumer editors based in LA, due to the restrictions on sending cannabis.

Results

Press included top tier online, national and local outlets, as well as trade media, including:

  • LA Weekly
  • Uproxx
  • High Times
  • Complex
  • Buzzfeed
  • THC Net
  • NUDE.Mag

Envy Apple

Challenge

HJ-PR was tasked with implementing a Valentine’s Campaign on the Envy Apple Instagram page to drive engagement around the key date.

Approach

We vetted and narrowed down three micro influencers and one macro influencer to partner with and implement a series of IG reels and static posts, demonstrating how to use Envy Apple as a key ingredient in their Valentine’s Day treats. We also worked with them on a competition to win a limited edition Envy Apple gift box.

Results

  • Impressions – 77,657 (+150%)
  • Engagement – 87,948 (+105%)
  • Followers: 5,116 (+1,562)
  • White label content to repurpose on the Envy Apple social media accounts.

#LubeLife

Challenge

HJ-PR was tasked with creating an influencer marketing campaign for #LubeLife that sought to hyper-target influencers based in the United States and who also have an interest in sex products. The goal was to increase overall brand awareness, while generating traffic to #LubeLife’s website for its holiday campaign.

Approach

We found and vetted Micro Influencers with demographics including:

  • 15 Micro Influencers (social followings between 10K – 80K)
  • Gender: N/A
  • Location: US nationwide
  • Age: 21+
  • Community: Sex and body positive content creators who can share an honest review and a funny anecdote about something that went wrong in 2020 and they didn’t want to repeat in 2021 using the hashtag #Make2021Smoother

Results

  • High Campaign Engagement Rate: This campaign achieved its Engagement Rate KPI thanks to a targeted approach featuring qualified influencers, with authentic audiences. Creator audiences responded to each influencer’s personal story tied to their funny story and why #LubeLife is going to make 2021 smoother for them.
  • Engagement rate for this campaign was 2X higher than Instagram’s average rate of 3%.
  • Fun + Provocative Content: Audiences responded to our campaign by engaging with the content, and all being encouraged to check out #LubeLife’s products and follow their Instagram profile for funny memes!

Nordic Wolf Hard Seltzer

Challenge

HJ-PR was tasked with supporting Nordic Wolf Hard Seltzer (The Swedish Cider Company) to recruit influencers located across the UK to launch its new seltzer drink, by posting engaging content across Instagram.

Approach

We found and vetted 15 Micro Influencers (social followings between 10K – 150K), demographics:

  • Gender: N/A
  • Location: UK nationwide
  • Age: 21+
  • Community: Active lifestyle, outdoor enthusiast, camping lovers, etc.

Results

  • 30 pieces of white labeled content that Nordic Seltzer could re-use across their own social channels.
  • 25% increase of sales, driving consumers directly to Aldi to purchase (product exclusively sold at Aldi).
  • 15% followers increase!
  • Increased engagement with target demographic community on Instagram.
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