We spotted a major gap in travel coverage: while countless articles rank the "best places to visit," no one was talking about how popular tourist destinations might be ruining travelers' sleep. By combining tourism data with wellness metrics, we created a first-of-its-kind study that revealed which famous vacation spots are actually nightmares for quality rest.
Our PR team analyzed the media and found no coverage linking tourist spots to sleep quality - a perfect media gap.
The story hit two trending topics: wellness tourism and sleep health.
We combined five key metrics (noise, hotel reviews, air quality, crowds, and nightlife) to build a compelling data story.
With endless discussions about celebrity beauty trends, we spotted a gap in the media - no one had ever quantified what makes certain eyebrow styles more trending than others. This, combined with the growing obsession with celebrity beauty trends, gave us a unique idea for the campaign which evaluated celebrity eyebrows and their face shape compatibility.
We noticed that there was a growing trend around different eyebrow shapes, and lots of celebrities were experimenting with new styles (especially with the TikTok filters).
We combined two trending topics to create a viral campaign: eyebrows and celebrity impact/trends.
We identified the "perfect" eyebrows by evaluating their compatibility with face shapes based on beauty industry standards.
Campaign Research
We conducted an extensive analysis that helped us create a scientific ranking for beauty trends:
We selected 19 celebrities known for their iconic eyebrows or significant influence in the fashion industry and analyzed key metrics for each of them.
We analyzed monthly Google search data, evaluated face-to-brow compatibility using beauty industry principles, and assessed the versatility of various eyebrow styles.
We discovered that “naturally curved” and “full, softly arched” brows scored the highest for versatility
Results
Our research generated significant media interest, securing 8 high-quality placements in beauty and lifestyle publications, including New Beauty, Hola, Gloria, etc.
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