Case study:
B2C/D2C
Case Study: Launching Verve into the Competitive Supergreens Market
​Challenge
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Verve, a new "super greens" food supplement brand, entered a saturated market dominated by established players like Athletic Greens. Created by Oliver Cookson - MyProtein founder, and arguably the UK's most successful nutrition and e-commerce pioneer - the brand faced several challenges:
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Late market entry, with competitors having up to 13 years of market presence
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Declining media interest in greens supplements
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Growing distrust of influencer-driven wellness advice
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Need for rapid brand awareness and market penetration
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Strategy
ArrowEye PR developed a multi-faceted strategy to overcome these challenges:
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Leverage Oliver Cookson's success story and expertise
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Adopt a "scorched earth" approach to media outreach
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Focus on securing coverage in premium, tier-one publications
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Generate multiple story angles to maximize coverage opportunities
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Prioritize speed to outpace competitors in securing media placements

Execution
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Conducted extensive media outreach, contacting approximately 95% of relevant UK journalists
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Positioned Oliver Cookson as an expert and "human lab rat" on a quest for optimal nutrition
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Targeted dream publications such as The Times, Mail Online, and Men's Health
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Developed and pitched multiple story ideas in parallel
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Rapidly responded to media opportunities and provided necessary assets

Results
Media Coverage
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37 pieces of coverage
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1.14 billion audience reach
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8.19 million estimated views
Quality of Coverage
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Secured placements in top-tier publications including The Sun, MailOnline, Cosmopolitan, and Men's Health
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Achieved an average Domain Authority of 80 for coverage
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Speed to Market:
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Secured tier-one media coverage in just 3 months, compared to competitors' 2.5 to 4 years
Share of Voice
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Outperformed competitors in share of voice during the campaign period
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Brand Protection
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Successfully kept Verve out of negative articles about greens powders
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Managed messaging to avoid toxic headlines


Key takeaways
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ArrowEye PR's agile and proactive approach allowed Verve to quickly establish a strong media presence in a crowded market.
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Leveraging the founder's expertise and story provided a unique angle for media coverage.
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The focus on high-quality, tier-one publications helped build credibility rapidly.
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A multi-faceted content strategy ensured consistent coverage throughout the campaign.
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ArrowEye PR's ability to secure coverage faster than established competitors demonstrated the agency's media relations expertise.