Deskside with: Mélanie Masarin
Verve Culture spotlight, Pro Tips for Measuring PR Success, and a Q&A with Ghia Founder + CEO Mélanie Masarin
Hey there!
Welcome to the latest edition of Press Pass. We’ve got some cool content to share this week:
Brand Buzz: Meet Verve Culture, our DeskSides brand of the week
Pro Tip: Measuring PR Success
DeskSide with: Mélanie Masarin, Founder + CEO of Ghia
Enjoy!
Allison and Blish
Brand Spotlight: Verve Culture
Verve Culture believes in celebrating the artistry and traditions of cultures from around the world through thoughtfully curated, artisan-made products. Founded by women, their mission is to share the rich stories behind each item, creating a connection between the makers and consumers who appreciate the beauty of hand-craftsmanship.
Verve Culture offers a diverse assortment of products across beauty, home, and kitchen categories. From handcrafted kitchen essentials to luxurious beauty items and home décor, every product in their collection is made by skilled artisans using traditional methods passed down through generations. Each item tells a romantic, authentic story about its origin, making it not just a product, but a meaningful piece of global culture.
They are proud to partner with renowned retailers like Sur La Table, Nordstrom, Saks, and Pottery Barn, and continue to expand their reach by sharing unique, high-quality goods that are both functional and beautiful. With a commitment to sustainability and fair trade practices, Verve Culture brings something truly special to homes around the world.
Pro Tip: Measuring PR Success
In the PR world, having clear goals is crucial for success. Key Performance Indicators (KPIs) serve as concrete metrics that transform abstract objectives into measurable targets. They're invaluable when you or your team members need to assess performance and drive improvement.
While implementing PR strategies is important, translating these efforts into data that resonates is equally critical. Merely focusing on surface-level metrics like brand mentions or social media likes (often called vanity metrics) isn't enough. To truly demonstrate the value of owned, earned, and paid media, you need to show how these efforts contribute to business growth.
Business owners aren’t interested in a simple compilation of PR mentions or social media statistics. They want to understand how their investment in media strategies supports overall business objectives. Here’s our advice for demonstrating your PR success:
What Makes a Good KPI?
KPIs are only effective if they help you and your team measure and evaluate how your actions contribute to overall organizational goals. Quality is more important than quantity when it comes to KPIs. Focus on metrics that are most relevant to your organization and that can be dynamically measured.
Metrics vs KPIs: Understanding the Difference
While often used interchangeably, 'PR metrics' and 'KPIs' have distinct meanings:
Metrics: Measurements of PR activity
KPIs: Measurements of performance against predetermined organizational goals and business strategies
In essence, metrics are the tools you use to track and report on KPIs.
Essential PR KPIs to Track
Here are a few crucial PR KPIs to consider. Always prioritize those that drive the greatest business impact, and don't forget to benchmark your performance against competitors:
Active Coverage
Potential Reach
Share of Voice
Social Engagement
Quality of Coverage
Geographical Presence
Earned Traffic
By focusing on these KPIs, you and your team can better drive strategic decision-making. Remember, the key is to choose the metrics that best align with your organization's goals and to consistently track and analyze them over time.
DeskSide with: Mélanie Masarin
Mélanie Masarin, Founder and CEO of Ghia, is on a mission to redefine how we drink and connect. Inspired by Mediterranean aperitivo culture, Ghia launched in 2020 with The Aperitif, a non-alcoholic drink crafted to be as complex and social as a cocktail. Since then, the brand has expanded with Le Spritz—a line of ready-to-drink cans in flavors like Ghia Soda and Lime & Salt—and introduced lifestyle products like Ghianduja hazelnut spread and custom glassware, all designed to inspire intentional gatherings. Recognized by Fast Company and awarded Esquire’s “Drink of the Year,” Ghia is now available in over 2,100 retailers and 500 restaurants, sparking a movement toward alcohol-free connection.
Your experience at Glossier and Dig Inn is evident in Ghia's strong branding and marketing strategy. How crucial has design and marketing been to Ghia's success in the competitive beverage market?
Through our marketing and design we wanted to convey not just what Ghia is, but what it represents, playfulness, inclusivity and connection. Ultimately, I think our success is due to the quality of our liquid, it's what makes people come back, but design is the first step in creating an alternative people will gravitate toward and be willing to try. We're trying to recondition people from thinking that alcohol is the life of the party and so it's important to me that we create a brand universe that gets people excited about joining.
How did launching Ghia during the height of the pandemic affect your business strategy?
Initially, we planned for an on-premise launch, focusing on bars and restaurants, but with everything shutting down, we quickly pivoted to a DTC model. This shift allowed us to connect directly with our customers at a time when socializing at home became the norm. We really focused on creating a strong online presence and building a community around the brand.
How do you balance creating a premium product with keeping it accessible to a wide range of consumers?
We really believe that while Ghia is a sophisticated option meant for celebratory moments, it should still be approachable for a wide range of consumers. Our ingredients are extremely high quality, and as such our product is expensive to make, but we work hard to keep our pricing competitive. A serving of Ghia should never be more than a serving of coffee, and our new Le Fizz is priced to share, at $20 per bottle.
What have been some of the biggest challenges in scaling Ghia, and how have you addressed them?
This business is capital intensive and we recently launched at both Whole Foods and Target (two dream retailers for us - if you see us on the shelves, please grab a 4-pack!) and it required producing and paying for large production runs to meet the demand from these retailers. We had to streamline our operations and ensure we could produce enough Ghia to keep up.
As someone who didn't initially expect to start a company, what advice would you give to other aspiring entrepreneurs?
Be prepared to pivot. The journey won’t always go as planned, but adaptability is key. Focus on building something authentic that reflects your values and connects with your audience. Ultimately, trust the process and enjoy the ride.
Quick Hits:
Apps: Pyro - my friend Kirsty Godso's fitness platform comes with me everywhere I go!
Restaurant: Chez Georges rue du Mail in Paris, Anajak Thai in LA
Current Read or Daily Media Diet: Reading Selling Sexy by my very smart pal Lauren Sherman!
Item You’re Eyeing: I am dying for a painting by Shota Nakamura
Piece of Life Advice: How you spend your days is how you spend your life :)