Slow house exceeds limits from our use of PR and Influencer Marketing

The triumph of wellness immersed in ‘Slow house’ Bath house, Sydney, exceeds limits from our use of PR and Influencer Marketing

The wellness industry has become a sanctuary of self-care importance, being a space where consumers have derived a position of change, undergoing a more positive relationship with their lifestyle and health. In the society we live in today, our consciousness of what experiences we undertake and the benefits we are providing for ourselves in the process; encapsulates the rewarding system of how the wellness industry works. This proactive stance regarding strategic investments calls for a whole new play on the marketing industry.

According to Vogue, ‘over the past year, the global pandemic has redefined what mental and physical wellness means to us. Our bodies are really the arbiters of safety, when our basic human needs aren’t being met, we start to break down—spiritually, emotionally, physically.’ Focusing on wellness and being self-sufficient has been more important than ever for both women and men – and we couldn’t agree more.

How the Bath house, Sydney provided the infrared sauna and bath house services in response to wellness demand

In recent works with Slow House, a wellness organisation located in Bondi, Sydney, we wanted to share how the brand uniquely delivers this need of a self-care experience to an ever-changing society. The organisation provides a service dedicated to those who wish to ‘slow down and recharge’.

Unlike other wellness brands, Slow House holistically focuses on teaching the practices of good hygiene for yourself with the use of bath house services including the infrared sauna – learning the methods and understanding of how to take a break and slow it down – experiencing mindfulness, tranquillity and rehabilitation to make you feel good.

At No Standing, we understood the benefits of incorporating the Slow House experience into the media with the use of PR and Influencer marketing, granting the successful launch of the brand in early March 2020. The main objective of our Slow House PR campaign was to help generate brand awareness for a completely new service and space, and how the ice bath in Sydney encompasses the scope of wellbeing from the public.

Inside scoop of the workings between No Standing and Slow House’s praised Infrared Sauna, Sydney

We did this by creating a media release introducing Slow House, reaching multiple demographics across different media outlets. We looked at many angles for this campaign including the initial launch of Slow House, a Mother’s Day focus, benefits of sauna use and a collaboration between Slow House and QT Hotel Bondi. Since the launch, we were able to publish Slow house across 26 articles, curating a scope around the Infrared Sauna in Sydney – having a reach of over 13.1 million people. To name only a few publications that had Slow house featured include Vogue Australia, Woman’s Day, RUSSH, JUNKEE and Time OUT.

Features from JUNKEE stated, “stepping into the space off Curlewis Street in perpetually busy Bondi feels like entering another realm. With its warm, neutral tones and large archway framing a hallway of moodily lit suites, the space acts like a portal, calming the senses and drawing you in. It’s an escape from everyday overwhelm.”

Inside scoop of the workings between No Standing and Slow House’s praised Infrared Sauna, Sydney

Influencer Marketing delivering the Ice Bath Sydney dream

Alongside this, we found it crucial to use influencer marketing as a great way to showcase and grasp the personal experience of what Slow house is known for in their bath house services. Working with well-known influencers such as Pip Edwards, Jordan Barrett, Bambi Northwood Blyth, Sarah Ellen, Tim Robards and Cartia Mallan, gave us the ability to also swiftly target new and emerging influencers – gaining a public with an even more diverse demographic for the Slow house launch.

The event proved to be a massive success across two days, with the influencer turnout to be a huge hit and garnering huge attention across social media. As a result, our PR and Influencer department managed to provide 8 Instagram Posts and 117 Instagram Stories, having a total reach of 4,242,503 from our influencers.

The wellness industry has provided a place for self-sufficiency and promotes to all people what good practices in self-care and restoration can give to a person. Slow House is implementing a service to society to do just that.