The PR Net 100, 2022: Tractenberg & Co.

For over two decades, beauty has been the focus for Tractenberg & Co., Jacquie Tractenberg’s agency that’s long been supporting household names like John Frieda Hair Care, Burt's Bees, Molton Brown, Dr. Brandt, Deborah Lippmann and beyond. This year, the agency shifted to build out other practice areas, beginning with a dedicated team specializing in the wine and spirits industry. With recent wins including Hello Gorgeous canned cocktails and the Lucas Bols portfolio of global cocktail brands, this team will focus on the growing category within the agency. Tractenberg & Co. also created a Gen Z task force encompassing in-house team members and external consultants, both in the media and influencer space. The role of this team includes ideating ways to move the needle while targeting this generation and working with the broader agency teams to implement their insights and findings into plans and daily activity. Another new focus area: affiliate marketing. From consulting with brands to identify the right networks to join, to setting up and managing affiliate marketing platforms, to curating affiliate partners spanning influencers and editorial outlets, this new offering adds a new way to reach clients’ target consumers and drive trackable sales.

Leadership team:

Jacquie Tractenberg, Founder & President

Notable long-term clients:

John Frieda Hair Care, Burt's Bees, Bioré, Molton Brown, Harry Josh Pro Tools, Curél, Dr. Brandt, Ban Deodorant CO, Bigelow, Tammy Fender, HairUwear, Deborah Lippmann, Lavanila

New client wins:

True Botanicals, Neen, Adwoa, Surya, Lucas Bols, Nakery, Medicube, Lightwater, doTerra, It Just Works, The Brush Guard, Sabon, Sono Bello, Instanatural, Grace Gaustad, Obagi Clinical Skin, Anthony, Hello Gorgeous, Dibs, JTAV Clinical Skin Care, Dr. Karam, Dr. Marcus, Mineral Fusion, Andalou Sukin

What have been some of the agency’s greatest successes of the past year?

“When the MyKirei by KAO Yuzu Foam Flower first came across our desks, we knew it was bound to be TikTok famous, especially during a time when hand washing was of the utmost priority. To launch the novel handwash, we enlisted a diverse collective of TikTok creators to kick off a content challenge that was supplemented with an aggressive product seeding strategy to give as many people as possible the opportunity to showcase their experience with it on their feeds. After a few short months, we began to see creators organically posting about the product and from there it just took off. We continued to fuel the fire through media pitching efforts, securing dedicated digital features spotlighting the new sku as the latest #TikTokMadeMeBuyIt and #AmazonFinds must-have, while boosting creator posts to the brand’s Amazon page and DTC site. When the brand launched a new shape of the foam soap, we leveraged the Tiktok fame to create even more buzz on the platform and secure headline features on top sites. In summer 2022, we expanded the reach of this product by creating a mobile hand washing truck that parked in key areas of NYC to allow consumers to experience the product first hand. We also created a celebrity photo moment at the truck to entice press coverage for the hand wash and the activation. In total, the products have garnered over 2.5 billion impressions and were responsible for the most sales ever for the brand in one week, including multiple sellouts.”

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