Taking Pure Barre Back To Its Roots
Carrie Dorr opened the first Pure Barre studio in Birmingham, MI in 2001, bringing a new kind of fitness concept to the market – one that offered the safest, most effective way to transform your body.
It caught on in a big way over the next several years, and Carrie began franchising Pure Barre in 2009. In 2015, she stepped away from the company she’d built from the ground up to pursue other opportunities, advising and investing in female-run startups, and founding Life Smart, an online repository dedicated to giving women the tools to live a healthier, stronger, more empowered life.
In 2017, Carrie returned to Pure Barre in the new role of Chief Barre Officer to lead technique and innovation. To help usher in this new chapter in the brand’s story, TURNER was tasked with securing a swell of press coverage and social buzz highlighting Carrie as an industry thought leader in conjunction with the company announcement.
WHAT WE DID
TURNER’s three-pronged media relations strategy to re-introduce Carrie as an integral part of the Pure Barre brand included:
- An exclusive media announcement story around the news hook;
- Embargoed pitching to secure Carrie in a wide range of targeted columns once the exclusive hit;
- Post-announcement pitching to a broad range of business, wellness and lifestyle media.
For a direct line to Pure Barre’s clients, the team also planned and executed a Facebook Live session at the brand’s Cherry Creek studio in Denver the day the news went live. Over the course of a half-hour, the brand’s followers were able to ask Carrie real-time questions about her journey, her fitness tips and her thoughts on Pure Barre’s past, present and future.
The message was clear: Carrie Dorr was back in action at Pure Barre, with TURNER’s efforts adding up to over 27 million impressions to date. We landed an exclusive story in Entrepreneur — Pure Barre’s #1 target — along with additional secured coverage in Inc., Huffington Post, Greatist, Women’s Health, U.S. News, Marie Claire, amNew York and Shape, among others. Carrie’s Facebook Live session was an additional success, with more than 14,000 viewers tuning in live (and more than 24,000 views to date), surpassing Pure Barre’s previous digital engagement records.