With the turn of the new year, Keelings have launched their Januberry Grow Your Glow campaign to introduce self-care into the greyest month of the year. Instead of getting caught up with restrictive resolutions, Keelings want to spread the message of positivity and self-care throughout the month of January, so much so that they’ve renamed themselves Januberry for the occasion. With their Januberry calendar, Keelings have promoted a different self-care idea every day – a simple, easy to achieve task to help boost moods and Grow Your Glow.
This is an integrated campaign across in-store, creative, digitial and PR activation.
The PR team worked with Keelings to promote Januberry through media relations, influencer engagement and a broadcast partnership with Today FM.
Influencer engagement was two-fold with a targeted media drop at the beginning of the new year. All items were chosen to embody the self-care messaging of Januberry and enocurage recipients to engage with the Janubery calendar and post about how they plan to grow their glow.
In addition, three key influencers were also selected to post regular stories on Instagram about their Januberry journey. Emma O’Leary, Roisin Scott, and Sharon Hearne-Smith followed the Januberry calendar and posted about their experiences with the self-care ideas and how it benefitted them.
Keelings collaboration with the Mairead Ronan show on Today FM is a month-long campaign to promoting Januberry. Listeners were encouraged to share their self-care suggestions to win branded mugs, cooler bags, and OneForAll vouchers, plus an overall end of week prize. The Mairead Ronan show also shared the competition online across social media channels. The PR team also negotiated separate social media video content with Mairead, when she shared a particular daily self care idea with her DJ colleagues.
An advance campaign press release was issued, with suggestions from the calendar on how to take time out for oneself and grow their January glow, achieving coverage in national and local media. The release also agined coverage on online media sites including Magic Mum and Mummy Pages.