CASE STUDY / MANUKA HEALTH
buzzy SKINCARE BRAND LAUNCH VIA IMPACTFUL MEDIA EXPERIENCES
Brand Positioning / Experiential / Eventing / Media Relations
In launching Manuka Health's new skincare category to market, 5W ideated and executed an experiential week-long trip in the brand's native country, New Zealand, introducing Manuka honey premium skincare offerings to top-tier beauty editors.
STRATEGY
As phase one, 5W hand-selected editors to spend a week in New Zealand during peak manuka flower season visiting Manuka Health's hives and extraction facility. Attendees learned about the brand background and mission, beekeeping process, and the new skincare products while discovering New Zealand's history. 5W planned memorable experiences at every turn, such as helicopter rides, in-room facials, a private tour of Te Papa museum, island winery hopping, honey tasting with a sommelier, and more.
The trip resulted in immediate social coverage from 100% of our editor attendees, for a total of 200K impressions. Within two weeks of the skincare launch, 5W secured 210M+ media impressions across top-tier outlets, with 100% of attendees publishing standalone features highlighting the launch.
Phase two programming included a premium creative delivery and Michelin-star, honey-infused NYC dining experience, where excitement and interest was fueled by the surge of social mentions and buzz from the press trip. Engagement with prestigious outlets and industry notables from ELLE, Cosmopolitan, Women's Health, Wall Street Journal, PEOPLE, CNTraveler, to name a few, resulted in 2.3M social impressions to date.
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RESULTS
