Industry: Beauty & personal care
Serves: 10+ million customers
Offers: 250+ products across categories
Products Used: Premium Wire, Managed Services
Summary
The Pilgrim “Nani Ka Secret” campaign leveraged PR Newswire’s Premium Wire and Managed Services to transform a time-sensitive announcement into a high-impact storytelling asset. By combining culturally resonant narrative positioning with search-optimized content aligned to AEO, GEO, and Google’s E-E-A-T principles, the team delivered a multimedia-rich, highly discoverable press release within just two days.
Supported by targeted media outreach and data-driven insights, the campaign achieved strong visibility across both traditional and AI-driven channels generating 100+ media pickups, ~5K traffic, and an estimated reach of 150 million while positioning Pilgrim as a fast-growing, culturally relevant beauty brand beyond its core category.
The Challenge
Pilgrim needed to amplify its “Nani Ka Secret” campaign within a very short timeframe while ensuring strong visibility across a crowded and competitive media landscape. The client required not only rapid turnaround on content creation but also support with crafting a compelling press release and executing targeted media outreach, particularly key advertising and marketing outlets.
The challenge was to move beyond a standard, product-led announcement and instead deliver a high-impact narrative that could quickly capture attention, drive broad media pickup, and resonate across multiple audiences, all while maintaining strategic depth despite the tight deadline.
The Approach
To address this, the Managed Services team repositioned the campaign from a standard announcement into a visibility-driven storytelling asset. The press release was strategically designed using AEO, GEO, and Google’s E-E-A-T principles to enhance credibility, discoverability, and long-term search value. Supported by keyword and trend research, PR Newswire Amplify insights, and a multimedia-rich, structured format, the content was optimized for both journalists and AI-driven platforms.
Executed within just two business days, the team combined speed with an insight-led, search-optimized approach and targeted media outreach ensuring maximum reach and relevance despite the tight timeline.
100-150
Media pickups fetched
150m
Audience reached
Key Results
- Ranking on both traditional Google and Gen AI engines
- Around 100-150 media pickups fetched
- Got attention by both national and international markets
- Achieved around 5K traffic
- Reached around 150m audience
The campaign delivered strong, measurable impact across both traditional and AI-driven channels. It achieved 100–150 media pickups, reached an estimated 150 million audience, and generated approximately 5,000 in traffic. The release gained visibility across national and international markets and ranked on both traditional search engines and emerging AI platforms. Rapid early traction, including 78+ pickups within the first two hours, validated the effectiveness of the storytelling-led, search-optimized approach, successfully positioning Pilgrim as a culturally relevant and fast-growing brand rather than just a product-led business.
Key Results
- Storytelling over product push: Reframing the campaign as a culturally relevant narrative (not just a launch) made it more engaging for media and audiences, driving stronger pickup.
- Emotion + optimization wins: Emotion-led messaging outperformed technical features, while multimedia-rich, search-optimized content significantly boosted visibility and discoverability across channels.
- Beyond category targeting: Expanding the narrative into lifestyle, business, and startup angles broadened media reach and elevated brand perception beyond the beauty category.
- Structured storytelling amplifies impact: Combining cultural relevance, strong narrative flow, visuals, and targeted distribution turned the release into a high-impact storytelling asset rather than a standard announcement.
About the Company
Pilgrim is a pioneering digital-native beauty brand redefining India's beauty landscape. Launched in 2020, the brand has quickly captured the attention of modern consumers with its innovative approach focused on globally inspired ingredients. Pilgrim's philosophy centres on discovering beauty secrets from around the world and blending them with cutting-edge science to create effective, accessible products. The brand's portfolio includes 250+ products across skincare, haircare and colour cosmetics, available through its website, app and leading e-commerce platforms.
Distribution by PR Newswire
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