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Influencers Wax Lyrical about new products

The UK’s largest home fragrance company, Wax Lyrical, are implementing a 12 month influencer marketing campaign.

PR and social media agency, Wolfstar, have been tasked with setting up the online influencer programme for the brand. Their first project involved supporting the launch of GiftScents® a new take on the gift card concept, which includes an expertly blended reed diffuser. Coverage is being secured across blogs and YouTube channels to help raise the profile of the brand and its British heritage to new customers. The GiftScents® range is due to be extended this year, to include products suitable for occasions such as Valentine’s Day and Mother’s Day.

Marie Lees, Managing Director at Wolfstar comments, “We’ve got strong, long-standing relationships with key influencers in the homewares and lifestyle sector. This coupled with our proprietary influencer marketing tool, Stashmetrics, means we can manage our activity efficiently, leaving more time for relationship building. It helps us spot any up and coming influencers before other agencies, using lists and data that are updated in real time and is already a recipe for success for our existing clients. We’re excited to see the results of combining these traditional PR tactics, with modern technology for Wax Lyrical this year.”

Joanne Barber, Managing Director at Wax Lyrical adds, “We were keen to find an agency that could help us generate conversation around our brand and products, online. Wolfstar came recommended to us and fit the bill. PR activity is no longer about just securing coverage, with Wolfstar’s help we’ll be tracking any mentions of our products online and offline, the increase in new visitors to our website and, of course, the sales generated because of this activity, all supported by our overall marketing strategy.”

Wax Lyrical was originally founded in 1980, and in 2016 became part of the Portmeirion Group. The company manufacture all their products in the English Lake District. Their products are sold here in the UK in retailers and online, as well as over 40 countries worldwide. Working with Europe’s top perfume houses and PhD scientists, the brand ensures high standards are maintained and their focus remains on new product development.

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