Case Study: Wilko breaks the internet and boosts mascara sales with Brazen PR

The Wilko Mascara That Broke the Internet

Wilko partnered with Brazen PR to raise awareness of its Essence make-up range and strengthen its credibility as a health and beauty retailer. The challenge was to cut through in a crowded beauty market and spotlight a product story that could resonate with media, influencers, and shoppers.

Brazen PR responded by quickly turning a striking user-generated before-and-after image of Wilko’s mascara into a reactive “Best Kept Beauty Secret” campaign, supported by a media pack, press release, and product samples for editors and influencers to test. The campaign delivered blanket national coverage in outlets including Daily Mail Online, The Metro, The Sun, Glamour, Cosmopolitan and Hello!, reached 361 million consumers, and drove major sales growth, including a 288% wow increase and 708% year-on-year increase for Essence Lash Princess Volume Mascara, plus a 300% wow increase and 723% year-on-year increase for Essence False Lash Effect Mascara Princess.

Wilko