The Kara team was looking to launch its very own range of professional, wearable and stylish scrubs for a number of sectors it supplies including beauty, dental, healthcare, veterinary and more. To make an impact across these industries, Pure recommended a launch campaign kickstarted by a catwalk video to showcase the fashionable designs included within Kara Edit, creating a great visual for the website, social media and Kara’s offices where the video could be displayed on screens.
To elevate this further, we worked on an ongoing retainer consisting of content creation, social media strategy, PR and marketing support. The content retainer provided a steady stream of social media content and photography to keep feeds updated and show the key features of the products such as water resistance, hidden pockets, adjustable waistbands and more. A Q&A with the designer was filmed too, giving an insight into the thought process being the garments to the customers.
The PR began before the launch, with outreach to key journalists to peak their interests before the products were on the market. Personalised garments were created and sent out to influencers to wear and review the range, as well as press releases surrounding Kara Edit to announce the news. Our PR team also worked closely with Kara to draft technical, B2B articles which discussed the importance of infection control and the comfort of healthcare workers.
Kara achieved a readership of 532,100 across 11 pieces of coverage.