The brief
Stonehenge Health was launching a GLP-1 supplement into a crowded, regulated, skeptical category. Buyers in the GLP-1 space are conditioned to suspect every claim. Press placement before the storefront opened was the difference between launching to a wall of skepticism and launching to a warmed audience.
What we ran
Five targeted placements in the four weeks before launch. Lifestyle and health publications first to seed the category conversation. Then a DTC-roundup placement that put Stonehenge alongside other trusted brands in the same vertical.
The mix was deliberate. Hollywood Life and OK Magazine gave us mainstream lifestyle reach. Grit Daily added founder-credibility through a thoughtful product piece. Yahoo Lifestyle indexed quickly and started ranking for category queries within days.
The result
5 publications. 3.5M+ combined readership. Pre-launch search results for the brand were already populated with credible third-party coverage by the day the storefront went live.
Buyers researching the brand pre-purchase saw legitimate publications writing about the product. That was the goal: convert skepticism into confidence before the first add-to-cart.
Why it worked
Timing. Press before launch builds the trust scaffolding. Category context matters more than volume in regulated verticals. Five well-placed articles in the right outlets does more for a GLP-1 launch than fifty placements scattered across general-business publications.