Leveraging Press as a Storytelling Tactic to Drive Sales
2Total Media Features
64M+ Total Media Impressions
9Product Sell Outs
Inspired by global beauty wisdom, Nuria, meaning brightness or light, is a clean and effective beauty brand designed to make your inner radiance shine. Founded in 2018, Naomi Furgiuele set out on a mission to create a skincare line that broke down the category barriers of skin types, not only making skincare more approachable but also accessible. Upon requesting media sample sends, the brand notified Power Digital’s Beauty PR team that they were unable to fulfill media sample requests at that time for its Defend Gentle Exfoliator. Having sold out of the SKU on Amazon for the seventh time in 11 months, the brand was unable to resort to fulfilling the request via ordering directly from the marketplace.
Leveraging this perceived roadblock as a storytelling opportunity to effectively drive media strategy, Power Digital made a quick pivot to sharing this news with target publications who have an inherent interest in consumer products that are in high demand with online consumers. As a core pillar of this outreach effort, Power Digital positioned the sellout as an opportunity to further drive brand awareness of the Nuria’s availability on Amazon, which has remained a high priority as a supplementary retailer to complement the brand’s direct-to-consumer sales.
After securing an initial feature on Real Simple, which was also syndicated across four national news sites, the brand informed Power Digital that sales immediately spiked, leading to the SKUs eight sellout. After waiting for the item to be restocked on Amazon, Power Digital secured a secondary feature on InStyle, that was likewise syndicated for added SEO value, after which the brand happily shared a second wave of corresponding sales spikes, leading to its ninth sellout in less than one year. As a direct result of the InStyle feature, Nuria sold one Defend Gentle Exfoliator every four minutes in a single day.
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