Bespoke Public Relations for German-speaking countries
The Brief:
In 2021 Young Living, the global leader in pure essential oils, was ambitious to rapidly increase brand awareness through press coverage and media relations in their key markets: Germany, Austria and Switzerland (DACH). Young Living’s products are in demand for use in aromatherapy for health and wellness, with ranges for women, men, children and animals.
The previous one-size-fits-all PR strategy simply wasn’t delivering sufficient publicity in the company’s core markets. With a laser-focus in the German language on media in these target countries, Nobl was asked to raise brand awareness and increase web traffic and ultimately deliver sales and memberships.
Our Response:
As a multi-lingual PR and marketing agency, we immediately introduced Young Living’s products to key media, sending samples, arranging media meetings and branded events. The emphasis was on identifying products most relevant to the markets, and taking advantage of special national days to promote products in a timely fashion. Press releases were completely rewritten to ensure accuracy, relevance and ease of use.
Outcomes:
Young Living saw an increase of almost 40% in media coverage in the targeted media, comparing 2021 with 2020, with key writers much more engaged with the brand and much more likely to repeatedly quote Young Living. Coverage was delivered in many media channels, and the company’s mission, to see ‘essential oils in every home in the world’ was well supported. Nobl brought fresh, new ideas to the table, and ensured we took every opportunity to talk about Young Living. The company especially appreciated our personal approach, enthusiastically meeting with journalists, and our insistence on correct, engaging and relevant press releases. Regular, clear and transparent reports were supplied on a monthly basis without fail, and with easy-to-implement recommendations. Nobl was praised for going ‘above and beyond’ what was expected.
As an added benefit, Nobl partnered with the client to load media coverage onto Young Living’s websites, for SEO and customer benefit, and ensured it was shared on social media as widely as possible, to further amplify the publicity. See press coverage here.
