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:

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

RESULTS:

• 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

NKPR has been SKYY Vodka’s Public Relations agency of record since 2008 managing media relations, social media, events, strategic partnerships and sponsorships for the spirit brand in Canada.

SITUATION:

In 2011, with TIFF celebrating its 35 anniversary, SKYY Vodka – the Official Vodka of the Toronto International Film Festival (TIFF) – wanted to make a “splash” unlike no other spirit brand had ever done at the Festival. NKPR devised and executed a high-profile, multi-platform PR and social media program inspired by the brand’s sophisticated, sexy market positioning that “cut through the clutter” of their competitors’ ballooning TIFF marketing budgets, reinforced SKYY Vodka’s partnership status with the Festival and kept SKYY Vodka consistently top-of-mind with media and consumers in advance, during and after TIFF.

STRATEGY AND TACTICS:

NKPR leveraged SKYY Vodka’s TIFF involvement through a comprehensive, multi-layered program incorporating media relations, media partnerships, celebrity-inspired cocktails, a highly anticipated pre-TIFF Cocktail Countdown media event, high-profile TIFF-related event sponsorships and activations, including a high-impact surprise “SKYY Tease” aerial stunt.

In weeks prior to the stunt, NKPR built buzz around the “Secret Tease” campaign via media teasers, a Virgin Radio partnership, social media engagement, nightly wall projections and on-premise marketing. SKYY’s role in this “Secret Tease” campaign was unknown and unveiled at the event.

The SKYY Tease performance consisted of a burlesque dancer performing a dazzling routine in a giant SKYY blue martini glass raised more than 35 ft in the air. Taking place at the new epicentre of TIFF – the Bell Lightbox – the stunt was attended by high-profile media, key bloggers and prominent photographers, as well as consumers and crowds that formed in anticipation of the performance. Attendees were then invited to a post-stunt pop-up bar to toast the anniversary year and kick-off the the Festival with a celebrity-inspired SKYY cocktail.

In addition to the pre-festival “Secret Tease” media stunt, NKPR executed an integrated TIFF campaign from sponsorship of key public and private events to media relations, social media and strategic partnerships to garner strong pre-festival and ongoing media coverage during TIFF.

RESULTS:

• The buzz campaign and dazzling aerial stunt drew a large crowd of excited media and spectators, thus positioning SKYY as an intriguing brand and a key player at TIFF
• Local print, broadcast and social media coverage of the SKYY Vodka “Secret Tease” campaign included the front-page of Metro Toronto, Marketing Magazine, NOW Magazine, Strategy Magazine, CityTV, CP24, CHCH and Toronto Moda
• National, regional and international coverage for SKYY Vodka’s additional film festival involvement including events and official cocktails included the Toronto Star, Toronto Sun, Metro, 24 Hours, Toronto Life, Sweetspot.ca and MSN.ca
• Reach: more than 150 million impressions garnered through media and social media regarding the brand’s involvement at TIFF
• The continued development and fostering of strong strategic alliances with partners including Virgin Radio, Hello! Magazine, Alliance Films