Sonny & Felix x MHPR

Objective
To launch new Australian sunscreen brand Sonny & Felix to media and influencers ahead of summer, building brand awareness, driving product trial, and generating third-party credibility - all with a lean budget and a single product in market.

Strategy
MHPR developed and executed a three-month PR and influencer campaign focused on high-ROI tactics:

  • Pitching the product into summer beauty and shopping roundups, highlighting its design, formulation and wearability for daily use.

  • Product was seeded to beauty editors, media personalities and influencers for trial

  • A contra influencer campaign was executed to generate social proof and rich UGC and for the brand’s owned and paid channels.

Results

  • 18 media features across beauty and lifestyle outlets including Beauty Crew, Woman’s Day, RUSSH, You Beauty and Popsugar

  • Organic endorsement from Mamamia founder Mia Freedman, who featured the sunscreen in two of her “Instababble” videos to a combined audience of 350K+ on Instagram

  • 40+ pieces of influencer content created and shared across Instagram and TikTok through gifting and contra campaigns

Impact
This campaign demonstrated the power of strategic outreach and showed what’s possible even with a limited budget. With strong media traction, influential endorsements, and a rich bank of UGC, Sonny & Felix entered the market with credibility and visibility.

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