Name: Jessica O'Callaghan,
SVP at DeVries PR (New York)
Placement: Nylon, July 2008
Pitch timeline: Six months
Who is your client? What are its media goals?
Jessica O'Callaghan: Sebastian Professional is a salon-only hair care brand, and its media objective is to drive awareness for its reinvented product line. Our goal was to generate 200 to 250 million media impressions from the long-lead launch event only.
What made Nylon such a good target? How did you pitch the editors?
O'Callaghan: We made the decision to target less traditional beauty books for early-breaking, “first look” coverage, and Nylon, which features edgy and exciting content and has multiple beauty pages, really fit the bill.
We reached out to the Nylon beauty editor and offered an exclusive, on-set interview with Sebastian Professional spokesperson and model/Internet “it girl” Cory Kennedy (pictured left) as she was shooting the campaign for Sebastian's Whipped Crème product in New York.
Was an exclusive on Kennedy enough of a hook on its own? What other background information did you provide to help clinch this placement?
O'Callaghan: The exclusive with Kennedy – on the actual set – was the clincher. In addition... we coordinated off-set interviews with [Kennedy], as well as forwarded photos and brand information on pricing and availability.
What was the impact of the hit?
O'Callaghan: The early-breaking story in Nylon, covering the total brand reinvention story, Whipped Crème product, and Kennedy, generated early excitement with consumers and most significantly with salons and stylists. Because the in-book story extended to nylonmag.com and Nylon TV, the reach became viral, resulting in a great placement to kick off a substantial press effort for Sebastian Professional. Our client was very pleased.