dōTERRA | Media Relations
The Situation
doTERRA, a global leader in the essential oils and aromatherapy market, is rooted in ethical sourcing practices and community initiatives.
While the brand sources oils from all over the world, Kealakekua Mountain Reserve in Kona, Hawai’i, holds special significance to the brand, as the land is home to largest reforestation effort in the state and produces one of their top-sellers, Sandalwood.
doTERRA sought to convey its philanthropic initiatives, reforestation milestones, and the importance of ethical sourcing through traditional PR tactics, but the story angles were not resonating with the media.
The Solution
CBC knew the best way to tell the story of doTERRA’s reforestation efforts and sustainability practices was to bring editors to Hawai’i for a first-hand experience.
We hosted a VIP press trip for 7 top media attendees, who immersed themselves in local culture, witnessed doTERRA’s community impact and met with key brand representatives.
The trip began with a once-in-a-lifetime glamping experience at Kealakekua Mountain Reserve. They toured the nursery and distillation center on-site, took part in traditional Hawaiian ceremonies, planted native trees, and connected with brand spokespeople. Editors also experienced doTERRA’s wellness products through essential oil massages, family-style meals, poolside relaxation, and a snorkeling excursion.
Every element of the trip reflected doTERRA’s values and authenticity and editors left feeling more connected to the brand, its spokespersons and its mission.
The Results
4 Earned Media Placements
10.9M Earned Media Impressions
114 Organic Social Posts
582,785 Organic Social Impressions
20 Priority Products Featured
*results as of January 2025