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.
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.
STRATEGY 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
- 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