Pipette
Overview
Pipette, a relative newcomer in the clean baby care space, is breaking barriers and setting a new standard of skincare for babies and moms with shampoos, lotions, and oils made from non-toxic, safe and sustainable ingredients. During the COVID-19 crisis, Pipette quickly pivoted and fast-tracked the production of a new, clean hand sanitizer that was slated for release in 2021. In just a little over two weeks, Pipette was able to produce, assemble, and stock, tens of thousands of units. To support the launch and promote this much-needed commodity to consumers, CerconeBrown swiftly devised a media relations strategy and secured earned coverage the day the product launched. The earned coverage resulted in Pipette selling out all units in just 6 hours and drove record sales and revenues for the new brand.
Results
Secured 32 top-tier placements in publications such as People, Refinery29, Parents, PopSugar, Glamour, and RealSimple, generating over 691 million media impressions.
Coverage in People the morning of product launch resulted in over 7 million impressions and was the leading driver of sales, helping Pipette completely sell out of their first set of inventory in just 6 hours (it was quickly restocked and made available to consumers!).
Overall, media coverage was found to be the largest driver of hand sanitizer sales in the weeks that followed. With affiliate links used to measure impact, CBC’s coverage resulted in over 120,000 website sessions and over $400,000 in revenue in just 3 weeks.
