Case studies

1 Read three case studies involving pr Superstar agency and choose the one where the most efficient pr strategy was devised.

Case Study 1

Diamond Manufacturers Brief: After being bitterly disappointed by other PR agencies that failed to deliver, Diamond Manufacturers hired PR Superstar - and couldn't believe the difference in attitude and results! We were briefed by Founder and CEO Vashi Dominguez to deliver outstanding media coverage, both in terms of quality and quantity, on the business and money pages of the London and national media, as well as top-tier business and money magazines, to help raise awareness about Diamond Manufacturers, a fast-growth online diamond and diamond jewellery business, with a current £5M turnover and a projected £10M in 2013. TV would be an added bonus! From a choice of thousands of diamonds and hundreds of settings, their customers can compose their very own jewellery and receive it through the post within 24 hours. Rings range from £500 to £50,000, with customers able to search through diamonds by carat weight, cut, clarity, color and other characteristics. Diamonds can also be purchased online for investment. Solution: PR Superstar quickly pulled in the results, with multiple profile pieces on CEO Vashi Dominguez in the London and national media, including many full page and double page spreads, all containing key messages about him and his company. We pitched Vashi and his diamond jewellery business, based in London's jewellery quarter in Hatton Garden, as taking on US jewellery giant Tiffany & Co, established way back in 1837, with prices that are up to 80% cheaper than those on the High Street. PR Superstar also highlighted Vashi's personal story, talking about how the former law student self-studied diamonds and toured the world's diamond centres, from Antwerp and Mumbai to Tel Aviv and New York, to break into the tight-knit diamond industry in his 20s. To prick the interest of money journalists, we created 121 'Diamond Masterclasses' so they could learn about diamonds, and how to invest safely in the precious stones, inviting journalists to film, as well as photograph the events. We encouraged media coverage with impressive statistics such as the global price of diamonds increasing by 30% last year, and by a further 40% in 2012, beating nearly all other forms of investments hands down!

Case Study 2

Rodial and NIP+FAB

Brief: Entrepreneur and self-made millionaire Maria Hatzistefanis, Founder and President of global skincare brands Rodial, and Nip + Fab, handpicked PR Superstar to handle her personal PR and brand PR. In just 11 short years, Rodial has become a worldwide phenomenon and cornered an impressive 2% of the ferociously-competitive £800 million luxury skincare market in the UK, thanks to high-performance beauty products that are heralded as a natural alternative to cosmetic surgery and combine nature with science. A 2% share is no easy feat when it is a marketplace dominated by iconic superbrands, such as Estee Lauder, Lancome and Chanel. With revenue doubling every year, a turnover of £15 million in 2011 and regular PR in the likes of Vogue, Maria wanted to grow her personal and brand profiles specifically in the UK business press. Solution: PR Superstar created a three-pronged PR plan of attack: a 'personality-led' feature placement campaign in the business sections of the quality national newspapers heralding Maria as a rising star in the entrepreneur world; a thought leadership PR programme in specialist business and entrepreneur magazines with Maria sharing her invaluable business insight and experience; and 'talking head' and guest expert opportunities on business-specific TV programmes. In our PR materials, we emphasized Maria's business credentials - we talked about how she had single-handedly turned her business, which she started in a tiny home office, into a multi-million pound global business empire, with Rodial products selling in over 1,500 luxury stores - including Harrods, Harvey Nichols and Selfridges in the UK – and in 35 countries. PR Superstar highlighted how Maria had cleverly created revolutionary products with distinctive marketing, such as the famous anti-ageing 'Snake Serum.' We also drew comparisons with other well-known women entrepreneurs such as Net-A-Porter Founder Natalie Massenet and Tamara Mellon, Co-Founder of Jimmy Choo. Case Study 3

Ecology

Brief: Ecology, an upmarket, stylish and sustainable homeware brand was launched in the UK and Eire in January 2011 - PR Superstar was hired to create a home interiors PR campaign to raise awareness about the brand, its philosophy and range of products. Ecology uses eco-friendly materials and processes in the manufacturing of its kitchen products and packaging, including sustainable forestry practices and biodegradable materials. As well as creating buzz in the media, Dexter and Sloane, sole distributors of Ecology in the UK and Eire, wanted high-profile press coverage to support product sales in leading retailers including John Lewis, Waitrose, Selfridges and Fenwick. Solution: PR Superstar immediately hit the phones to the homes and interiors press, specialist food magazines, women's lifestyle media, and national newspapers. Journalists were provided with quality product images, as well as well-written press releases telling Ecology's story and highlighting the brand's USPs, together with full product information. Product samples were also offered, with publications such as BBC Good Food and the eponymous Jamie Oliver magazine biting our hands off! Journalists were directed to Dexter and Sloane's website to check out their full range of products. PR Superstar pushed for product placement, product reviews and wider stories on the ecologically-sound t brand itself.