Liverpool St is a start-up subscription business that delivers natural cotton tampons straight to your door each month, ensuring no-one is caught out when their period shows up expectedly. The business is the brainchild of Siobhan Komander and Marcella Atti who are both passionate about organic products and educating women about the importance of a healthy, toxin-free ‘cha cha’. The subscription model caters for time-poor women who prioritise ease and convenience.

WordStorm PR launched Liverpool St into the Australian market and generated 80+ pieces of media coverage in a six month timeframe. Siobhan’s business story sparked the attention of the media, leading to a syndicated article across Fairfax titles. It was the key story on the SMH homepage for a full day and in Siobhan’s own words, the story helped her exponentially move forward in a positive way.

We tailored pitches depending on the target audience of the media we were reaching out to. Parenting press received pitches with Siobhan’s expert comments on how to have ‘The Period’ conversation with your tween child, whereas health media received a release with survey results showing that eating organic produce and using organic skincare is important to the majority of Australians – however, we are not mindful of using organic tampons. This interesting angle led to a feature piece in HuffPost.

Blogger interest was evident by the wide range of reviews and social media buzz around Liverpool St. Beauty and health bloggers were seeded product and key messaging was individualised depending on their audience. While the organic angle was a top priority for some, the convenience factor was the selling point for others.