ALWAYS x ALWAYS: Brand Launch

always x always yoga mat palm leaf

The client:

ALWAYS x ALWAYS

The objective:

To introduce ALWAYS x ALWAYS, a new indie brand of eco-friendly palm leaf print adorned items created by interior designer Lisa Ho.

The strategy:

RSCo. developed a blue sky strategy to own the burgeoning trend of palm leaf print by creating photo ops for its hero product, the eco-friendly yoga mat. A month before launching, we began building the ALWAYS x ALWAYS Instagram presence which provided a moodboard for the brand’s inspiration. We started to follow key influencers and were able to create a following pre-launch.

We crafted a hardworking PR campaign focused on lifestyle, fitness, and wellness media across Canada and the U.S. To create even more coverage opportunities, we highlighted Ho’s interior design background and were able to tell the story of a new entrepreneur following her passion towards yoga.

Services:

  • Brand voice development

  • Copywriting (website, founder bio, and product descriptions)

  • PR strategy

  • Media and influencer outreach

  • Instagram strategy and visual directive

  • Consulting on partnerships, programming, and event

  • Content creation (photography and product styling)

  • Editorial calendar for Instagram

The results:

We landed coverage in Canadian and US outlets across print, broadcast, and online. Right out of the gate, the massive boost in awareness led to a sell-out of products in multiple SKUs. New orders were placed and we seeded product to influencers who were happy to get their hands on our ‘gram-friendly product. In fact, those influencers are still posting about ALWAYS x ALWAYS.

SELF Magazine noticed and the yoga mat was included as one of their top products of the year. 

Ashley Cassidy Seale