Isle of Paradise brand launch
CONCEPT
At Marsaana, we had the opportunity to launch the Australian-born self-tanning and self care brand Isle of Paradise in both the Baltic and Finnish markets. The launch objective was to gain valuable coverage in media, all the while spreading their message of inclusivity and body positivity.
OUR ROLE
Pre-launch activities were kicked off with producing and distributing press releases to key media representatives in all four countries. Influencer activations started as soon as the brand launched, with a seeding to 20 influencers done in Finland, and 10 influencers in each Baltic country. Additionally, as the products are displayed in the Marsaana Helsinki and Tallinn showrooms, ad hoc seedings were done.
RESULTS
Already during the first month, the brand received a lot of love on social media, generating 24 hits in media in Finland, 35 in Estonia, 52 in Latvia and a total of 47 in Lithuania. These results made this a very successful first month, as when launching a completely new brand in any market, it may take time to win the hearts of so many. During the second month coverage amounts in the Finnish online and social media almost tripled and generated a total of 11.9 million impressions in Finland.
Since then Isle of Paradise has remained as our long-term partner in all four markets. We continue to build a loyal fan base for the brand among influencers, press, and their target customers.
