Driving awareness and appointments for the UK’s leading skincare clinics
When the UK’s leading skin clinic, sk:n was forced to temporarily close its doors amid the COVID-19 pandemic, Speed’s challenge was to keep the brand front of mind when the time came for re-opening.
In order to do this Speed developed a bespoke ‘at home’ content approach to ensure sk:n dominated the media landscape during lockdown. The programme of activity included working with top tier journalists on high profile Dr Q&As to position the brand as the go to expert in the aesthetic market.
When the time came for the government to announce its guidance on reopening, sk:n needed to be at the forefront of the industry with regards to safety protocols, to cement its leading and expert positioning.
Working in partnership with the industry regulation body, JCCP, Speed, together with sk:n launched a best in class safety charter, supported with a robust reopening communication strategy, including content creation for the website and bespoke customer communications, as well as maintaining a highly driven press office.
In total, Speed secured over 45 pieces of coverage in top tier titles, across national and lifestyle media with a reach of over 900 million.
As a result of the coverage, website traffic increased over 23% in the period May-June, driving over 7,000 website referrals with a strong proportion of new visitors to the site.
Gavin Hawthorn, CMO at sk:n said: “The Speed team has been instrumental in helping the sk:n clinic group develop its PR strategy to not only navigate the COVID-19 media landscape but to develop and execute a robust reopening communication plan. The media coverage we have received over the past few months has been incredible, with the team hitting top tier titles multiple times generating a high volume of quality leads to the website.”