ÉTUDE

DE CAS

Fine Fragrance Storytelling with NEST New York

Zak Communications is privileged to be the Canadian PR Agency of Record for prestige fragrance brand NEST New York since 2015. Founded by fragrance industry pioneer,
Laura Slatkin, NEST New York revolutionized the category through Ms. Slatkin’s modern
concept of a fragrance wardrobe incorporating both fine fragrance and home fragrance. Our partnership has evolved along-side the brand’s remarkable growth, most recently
illustrated through our work on its 2019 fine fragrance launch – Wild Poppy.

Zak has a rich background in representing fine fragrances, which requires a refined eye and an ability to understand a highly nuanced category to ensure brand equity is reflected across all touch points. We’re proud to share this example of best-in-class storytelling and extraordinary business results.

Approche stratégique

Zak worked closely with the brand to craft a storyline and product experience inspired by Ms. Slatkin’s own daughter’s coming of age, to create an emotional connection that would draw audiences in.

Challenge

Unlike most fragrances with an obvious scent profile, poppies have no natural scent so Wild Poppy draws on a mix of florals and fruits to achieve the essence of cheerfulness and whimsy that wild poppies bring to mind. Building awareness and interest for a fragrance designed around a scentless flower required a compelling narrative that would resonate with media and influencers.

Exécution

Wild Poppy was unveiled at an intimate media breakfast event hosted at the very Instagrammable Café Cancan in Toronto. The restaurant’s eclectic and feminine décor were the perfect backdrop for a stunning display of florals and fragrance sampling to bring the brand vision to life. Brand founder, Laura Slatkin, shared her inspiration for the fragrance with a curated group of national and local media who instantly fell in love with both the story and the fragrance itself.

Through its national earned media and influencer outreach, Zak additionally executed a series of
negotiated editorial opportunities with brand founder interviews, an elevated
national mailer and Mother’s Day / Spring pitching.

Zak also implemented a paid influencer strategy for the brand – a global first – establishing
partnerships with Canadian beauty and style influencers; Priscilla Ventura, Mikayla Greenwood and Jill Lansky. Content was designed to reflect their personal interpretation of the whimsical Wild Poppy spirit through a multi-touchpoint Instagram series.

Resultats

0

Impresssions

0

Placements & Features

Classé #1

In its Fine fragrance Collection In Canada

Wild Poppy garnered over 103,000,000 impressions and over 240 placements and features across a variety of prominent outlets such as ELLE Quebec, ELLE Canada, Fashionmagazine.com, The Globe and Mail, Vero, Best Health, 29 Secrets, Refinery 29, The Vancouver Province, CBC.ca, Clin d’Oeil….and many more.

As NEST New York invests solely in PR with no paid media support in its marketing strategy, our client graciously attributes the brand’s results to Zak’s PR efforts. Canadian sales of NEST New York have increased significantly (+34%) YTD with its largest Canadian retail partner and Wild Poppy ranked #1 in its Fine Fragrance Collection in Canada.

Results such as these reflect the amazing storytelling potential of a brand that is fuelled by passion. The vision of founder Laura Slatkin to create a collection of products that brings joy to the everyday through scent is inspiring to us at Zak. Her passion became our passion which seems to be equally shared by Canadian media, influencers and ultimately, consumers who have have embraced the joy that is the NEST New York brand.

Gallerie

Elle Canada Logo
Wild Poppy Event 3
Best health logo
Elle Canada Coverage
Best Health Nest Fragrances
Wild Poppy Event 2
Wild Poppy Event 4
priscilla aventure blog
Elle Quebec Logo
fashion coverage
ELLE QUEBEC NEST FRAGRANCES
Wild poppy event
The August Diaries