SNS Nails Australia COVID 19 Response Case Study
SITUATION:
A shutdown on beauty services nationwide due to COVID-19 saw SNS Nails Australia alter their business model and greater communications strategy to ensure business continued and customer demand was met.
MVMNT recommended that SNS Nails Australia shift their communication focus to ‘DIY Nail Experiences’ to ensure press outreach was relevant and audiences at home were being targeted.
SERVICES PROVIDED:
Strategy development
Pitch development
Media outreach
Key Opinion Leader outreach
Editorial placement
STRATEGY:
MVMNT’s strategy was to have a competitive advantage by being quick to market with this new communication angle to ensure SNS Nails was kept front-of-mind for press. Being first to hit journalists inboxes with this new angle enabled MVMNT to secure a great amount of editorial coverage and product placement features.
Media outreach was executed with a new communication angle of expert commentary and professional tips for those wanting to do their nails at home during self isolation.
SNS DIY Nail Kits were also dispatched to key beauty and lifestyle media in addition to key opinion leaders to drive organic social coverage and ultimately generate both brand and product awareness. This activity was actioned in a quick and efficient manner to ensure SNS Nails was the first nail brand to work with these partners with a DIY at home angle.
Overall the combination of traditional press outreach in addition to the gifting of SNS DIY Nail kits to key beauty and lifestyle media plus key opinion leaders resulted in fantastic organic social coverage, awareness and engagement.
RESULTS:
Media placement (online) and product placement of the at home gel kits in print (waiting to be published).
Social Media comments and mentions (60)
