Kiehl’s

November 28, 2012, 9:01 pm
By:

Since 2007, NKPR has worked with Kiehl’s (a brand who conducts no paid advertising) to manage their public relations efforts in the Canadian marketplace.

SITUATION:kiehls1

With new boutiques opening throughout Canada, Kiehl’s wanted to create opening buzz and drive sales in key markets, while continuing to leverage their commitment to the community, building on a longstanding tradition of giving back to their pillar causes: children, the environment and AIDS.

kiehls3STRATEGY AND TACTICS:

In our six years working with Kiehl’s, NKPR has worked to open 12 boutiques across the country (in key markets including Vancouver, Edmonton, Calgary, Winnipeg, Toronto and Montreal), developing multi-layered outreach strategies tailored for each market, focusing on generating awareness pre-opening, a grand opening event integrating cause and strategic partnerships, and post-event initiatives to maintain the opening buzz and to drive ongoing sales

Example: The Bay Vancouver Store Opening – At a media breakfast and evening cocktail, Kiehl’s celebrated the first opening within The Bay with designer Jason Matlo (carried at The Room at The Bay) to create a Swarovski encrusted Mr. Bones and Mr. Bones T-shirt, sold exclusively at the Kiehl’s boutique, with 100% of net proceeds being donated to Camp Goodtimes, a local pediatric oncology camp.

To leverage Kiehl’s commitment to community, NKPR has also developed National campaigns to raise funds and awareness for their pillar causes, including a 160th Anniversary National Shop for the Cause (with 100% of sales for 160 minutes donated to the Canadian Association of Pediatric Oncology Camps) and a Limited Edition Product Series for Earth Day

RESULTS:kiehls4

  • The Bay Vancouver Store Opening was attended by 50 key Vancouver media, influencers and The Bay’s top customers. 2,720,221 impressions garnered for this particular opening. $10,000 was raised in T-shirt sales for Camp Goodtimes
  • 160th Anniversary National Shop for the Cause: $22,000 raised on a national level within 160 minutes and 9,062,000 media impressions
  • Through strategic and targeted media relations surrounding multiple campaigns, with a focus on garnering feature coverage, NKPR placed Kiehl’s at #1 in the L’Oreal Skincare Rankings, and secured a #2 placement for Men’s

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