Executing a PR Campaign during a Global Pandemic

Zak started working with Laneige Canada in March 2020 during the early months of COVID-19.

As part of our mandate, we were tasked with implementing a PR brand campaign called Thirst For Life, for the Canadian market as part of a global marketing and sales strategy for its hero moisturizer Water Bank Collection.

Leaning into a cultural moment that emerged during the first wave of COVID-19 that was rooted in celebrating joy, creativity and self-expression, Zak developed a narrative to connect the power of one’s ‘thirst for life’ with the importance of hydration, drawing on both the emotional and functional benefits of the Water Bank collection. The fully integrated strategy included unique brand influencer partnerships, sponsored content with The Kit and a virtual watercolour masterclass experience that resulted in exceptional quality coverage across print, digital and social. The campaign cumulated with a virtual consumer event hosted by Sephora Canada and drag performer and influencer, Brooke Lynn Hytes.

Following the Thirst for Life campaign, Water Bank media mentions increased from 10% to 35% of all traditional PR coverage and 40% of all social media coverage, accomplishing an important brand goal.

Additionally, in partnering with Brooke Lynn Hytes to help tell the story, we achieved very strong attendance, securing a 38% higher # of unique viewers for a Sephora hosted virtual event and a 54% higher attendance rate.