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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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  1. Late market entry, with competitors having up to 13 years of market presence

  2. Declining media interest in greens supplements

  3. Growing distrust of influencer-driven wellness advice

  4. Need for rapid brand awareness and market penetration

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Strategy

ArrowEye PR developed a multi-faceted strategy to overcome these challenges:

  1. Leverage Oliver Cookson's success story and expertise

  2. Adopt a "scorched earth" approach to media outreach

  3. Focus on securing coverage in premium, tier-one publications

  4. Generate multiple story angles to maximize coverage opportunities

  5. Prioritize speed to outpace competitors in securing media placements

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Execution

  • Conducted extensive media outreach, contacting approximately 95% of relevant UK journalists

  • Positioned Oliver Cookson as an expert and "human lab rat" on a quest for optimal nutrition

  • Targeted dream publications such as The Times, Mail Online, and Men's Health

  • Developed and pitched multiple story ideas in parallel

  • Rapidly responded to media opportunities and provided necessary assets

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Results

Media Coverage

  • 37 pieces of coverage

  • 1.14 billion audience reach

  • 8.19 million estimated views

 

Quality of Coverage

  • Secured placements in top-tier publications including The Sun, MailOnline, Cosmopolitan, and Men's Health

  • Achieved an average Domain Authority of 80 for coverage

  • Speed to Market:

  • Secured tier-one media coverage in just 3 months, compared to competitors' 2.5 to 4 years

 

Share of Voice

  • Outperformed competitors in share of voice during the campaign period

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Brand Protection

  • Successfully kept Verve out of negative articles about greens powders

  • Managed messaging to avoid toxic headlines

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Key takeaways

  1. ArrowEye PR's agile and proactive approach allowed Verve to quickly establish a strong media presence in a crowded market.

  2. Leveraging the founder's expertise and story provided a unique angle for media coverage.

  3. The focus on high-quality, tier-one publications helped build credibility rapidly.

  4. A multi-faceted content strategy ensured consistent coverage throughout the campaign.

  5. ArrowEye PR's ability to secure coverage faster than established competitors demonstrated the agency's media relations expertise.

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