Campaigns
Launching a category no one asked for
A PR launch for a wellness brand entering a saturated market with a story worth stealing attention.
- Organization
- Vista Ridge Marketing
- Role
- Account Coordinator
- Timeline
- Spring 2025
- Discipline
- Campaigns
Overview
Vista Ridge was launching a hydration client into a category dominated by three legacy players. I built and executed the PR strategy for the first ninety days post-launch.
The Challenge
No brand recognition, no influencer relationships, and a media landscape that had heard every wellness angle twice.
The Strategy
Rather than pitch the product, we pitched the founder — a former ER nurse. The story became about clinical honesty in a category built on marketing.
Process
- 1
Built a tiered media list of 120 journalists across health, business, and lifestyle desks.
- 2
Wrote a founder-first press kit and three tailored pitch angles.
- 3
Coordinated a small-batch product mailer to fifteen niche voices, not celebrity influencers.
- 4
Ran a two-week rolling outreach cadence with same-day response support for the founder.
Deliverables
- Press kit and founder narrative
- Tiered media list
- Influencer seeding program
- Weekly coverage reports
Results
- 01
Secured 22 earned placements including two national outlets.
- 02
Grew founder LinkedIn following from 400 to 6,200 in ninety days.
- 03
Sold through the first production run four weeks ahead of forecast.
Reflection
“People trust people. When the product is new, the founder is the first story worth telling.”
Next Project
A student org that felt like a magazine
Content · Baylor University