CASE STUDY / EPRES
launching an Innovative Hair Care Brand To Market & Revolutionizing the Future of Bond Repair
Brand Positioning / Media Relations / Thought Leadership / Founder Profiling / Eventing / Digital Marketing
epres asked 5W to launch its innovative hair care brand to market. We were tasked with creating a diverse, integrated media relations and digital marketing campaign to secure market share against major category leaders. The objective was to focus on the brand’s unique points of difference and ensure sustained momentum post-launch, while navigating the challenges of promoting a single SKU in a fiercely competitive landscape.
STRATEGY
We developed a comprehensive campaign for epres, identifying core concepts, including the new patented Biodiffusion™ technology and Founder Eric Pressly’s unique origin story, to differentiate epres from high-dollar competitors. We secured consumer and trade media exclusives and orchestrated top-tier interviews for Pressly, driving a wave of impactful coverage on launch day. Post-launch, we hosted exclusive salon events in NYC and LA, engaging influencers and local media. By targeting both consumer and trade media, we built trust with each sector. To sustain momentum today, we continue to narrate the brand’s innovation, core technology, and leverage Pressly’s expertise to speak on category trends, insights, and scientific breakthroughs.
To enhance our integrated media relations campaign, we deployed a robust paid media program. We leveraged social platforms and search engines to amplify content highlighting product and brand education, as well as press features — targeted ads featured UGC, brand-based videos, and graphics. We developed paid search campaigns to capture high-intent queries, driving traffic to informative content and boosting visibility for epres' unique market positioning and innovative technology. Our integrated approach ensured a cohesive narrative and sustained brand engagement across multiple touch points.
RESULTS
Our efforts secured impressive media wins within the first year alone, totaling 240+ placements and 7.4B+ impressions in the most prominent beauty media outlets. Several pieces of our media coverage went viral on TikTok, giving #epres 12.7+ million views and generating over $10,000 in profit directly from TikTok. Additionally, our tailored efforts yielded heightened professional and salon support, which piqued the interest of new retail partners, including goop, and a trajectory of international expansion.
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