Faith In Nature put their faith in Honcho's Digital PR team
Faith in Nature sells award-winning natural, vegan, eco-friendly shampoo, cosmetic, beauty and homecare products. They began over 30 years ago with the mission to produce skincare and haircare products from naturally derived sources, free from additives which may damage the user or the environment.
Honchō has partnered with Faith in Nature, supporting them with their PPC objectives, and have only recently begun working with them on Digital PR.
Faith In Nature tasked Honchō with creating one hero campaign per quarter, alongside general interest monthly quick win campaigns to ensure a consistent growth in backlinks throughout the duration of the contract.
Here’s what we’ve achieved in the first 2 months alone with our quick win campaigns, whilst we produce their first hero campaign.
CHALLENGE
Knowing Faith in Nature’s target audience are ethical consumers looking for cruelty-free and environmentally friendly alternatives, Honchō devised a strategy that has sustainability at the heart of each idea.
However, we were also keen to introduce new audiences to the brand, so came up with campaigns that would cover the broader spectrum of the products they sell, and as a result appeal to the widest audience possible.
Our goal was to:
- Find relevant topics that would appeal to a wide audience, whilst ensuring an environmentally friendly theme was always present
- Offer journalists a new, unique news angle that would stand out
- Produce a series of quick win campaigns that would support quarterly hero campaigns that would build links as well as brand awareness
STRATEGY
Faith In Nature is in the business of selling self and homecare products, with Nature at the centre of them. Being eco-friendly is at the heart of their business, so as part of our strategy, we were looking for stories that not only tied in with their product offering, but also with their overarching company values.
We carried out research that enabled us to understand common trends and issues faced by consumers and identified seasonal summer trends that we were able to turn into engaging and informative news stories that provided readers with practical, actionable, and, most importantly, ethical advice.
Honchō knows that producing tips-based stories backed by search data is an excellent way to raise journalists' eyebrows, which is why it was so important for us to target the seasonal terms that people were actively searching for.
Just a few of the trends we targeted and offered ethical, natural advice on include:
- How to keep cats out of your garden without harming them
- How to get rid of ants naturally
- And the dangers of going to bed with your hair wet
We set out to show them why our advice was worth sharing by offering ethical advice that strayed from the norm.
After researching the best methods for each search trend, we worked with Faith In Nature’s in-house experts to fine-tune the advice to resonate with everything Faith In Nature stands for:
