Media Relations
Green Beaver

From niche brand to mass awareness

A fresh campaign to introduce Green Beaver’s all-natural anti-perspirant to Canadians

Green Beaver wanted to educate Canadians on the benefits of using the first-ever aluminum-free antiperspirant. Using a phased approach, we started off by pitching wellness media and partnered with green beauty influencers to introduce the new product innovation to consumers who were already aware of the benefits of natural personal health products.  

In phase 2, we broadened our audience to target health-conscious Canadians that were unaware of the benefits of going aluminum-free by pitching lifestyle media and expanding our influencer roster to include fitness and family-focused creators. In the final phase, we focused on mass awareness by pitching broadcast media and partnering with general lifestyle influencers to convey that you don’t have to sacrifice efficacy for wellness.  

Throughout the campaign, top-tier media coverage and influencer content was amplified via paid social and native advertising to drive users to a point of purchase. In total, the campaign generated 43M media impressions, 1.3M influencer impressions, a 5.5% engagement rate, 7.3M paid social and digital impressions and over 44k clicks to e-commerce destinations.  

Most notably, the awareness generated from the campaign resulted in our client forming a partnership with a major national retailer, helping to solidify their brand sales at a national level. 

A fresh campaign to introduce Green Beaver’s all-natural anti-perspirant to Canadians

Green Beaver wanted to educate Canadians on the benefits of using the first-ever aluminum-free antiperspirant. Using a phased approach, we started off by pitching wellness media and partnered with green beauty influencers to introduce the new product innovation to consumers who were already aware of the benefits of natural personal health products.  

In phase 2, we broadened our audience to target health-conscious Canadians that were unaware of the benefits of going aluminum-free by pitching lifestyle media and expanding our influencer roster to include fitness and family-focused creators. In the final phase, we focused on mass awareness by pitching broadcast media and partnering with general lifestyle influencers to convey that you don’t have to sacrifice efficacy for wellness.  

Throughout the campaign, top-tier media coverage and influencer content was amplified via paid social and native advertising to drive users to a point of purchase. In total, the campaign generated 43M media impressions, 1.3M influencer impressions, a 5.5% engagement rate, 7.3M paid social and digital impressions and over 44k clicks to e-commerce destinations.  

Most notably, the awareness generated from the campaign resulted in our client forming a partnership with a major national retailer, helping to solidify their brand sales at a national level. 

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