Gale Group's early efforts succeeded in familiarizing editors with the brand, but it needed to shift their focus to Styli-Style's new products. Gale Group's strategy was to create fun themes around the new products, while also keeping a focus on function.
Two product-driven themes were created: 24-Hour Power and Mod. Rather than just sending out samples with press releases, Gale Group developed creative product mailings tied to the themes. "It's got to be packaged in a way where an editor is going to interact with it," Gale says. "They get the theme, idea, what the problem is, and why this is the solution." The team took a similar approach to reach celebrity makeup artists, with an emphasis on follow-up. "If it's actually being used [by celebrities], it's strong testimony to give to the press," she adds.
Media hits included coverage in Star, Seventeen, People, and Women's Wear Daily, with such celebrities as Ashlee Simpson, Mischa Barton, Kim Cattrall and Nicole Richie using Styli-Style products.
Adds Styli-Style president Grant Berry, "The Gale Group's PR efforts have supported the brand since its inception and have grown it to the number of doors now." Styli-Style's presence has grown to more than 10,000 US retail outlets from starting out in 200.
Gale Group will continue to work with Styli-Style, which is predicting 12,000 doors nationally for 2007.
PR team: Styli-Style (Armonk, NY) and Gale Group (New York)
Campaign: Styli-Style 24-Hour Power, Mod
Budget: $350,000 to $400,000 annually