By Anna Gerwe | January 24, 2024
Zonnatura 'Droom Zacht' tea
Zonnatura recently unveiled its latest product: ‘Droom Zacht’ sleep tea. In times where a good night’s sleep is more essential than ever, it’s also increasingly difficult to achieve due to the overwhelming number of daily stimuli. From constant app notifications and ongoing work commitments to social obligations and the need to make time for both family and friends, finding relaxation can be a challenge. ‘Droom Zacht’ tea is designed to help, offering herbal infusions with calming properties that make it easier to unwind and drift off to sleep. Zonnatura turned to De Bruijn PR to support the launch of their ‘Droom Zacht’ teas with a strategic PR campaign.
Our approach
We introduced the teas through a targeted PR sampling campaign. For this campaign, we made a selection of relevant influencers who embody a conscious and healthy lifestyle. Instead of sending out samples to generic trial accounts, we focused on authentic Instagram influencers who emphasize natural and healthy products. We sent them a package featuring the new teas, encouraging them to share their experiences with their followers. The response was outstanding: 70% of the influencers shared the package with their audiences, resulting in high engagement and strong reach within a relevant target group.
In addition to the sampling campaign, we also facilitated paid collaborations with selected influencers. This dual approach ensured that the ‘Droom Zacht’ teas were prominently visible to Zonnatura’s target audience through trusted voices in the influencer community.
What kind of sleeper are you?
Furthermore, besides using influencers, we also developed the ‘What kind of sleeper are you’ quiz. Using this quiz, you can discover your perfect sleep routine and see which Zonnatura tea best matches it. For example, it reveals that you are a real morning person and the ‘Droom Zacht’ Rooibos and Cinnamon fits this best. The respondents won great prizes, such as a headspace annual subscription and sleep sprays for your pillow.
Are you curious about how media outreach or influencer sampling can boost your next campaign? Contact us to discuss how we can collaborate and explore the possibilities together.
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