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Maximising the Media Agenda to Make Brand Impact



Any keen social media user knows by now that there is a national day for everything. As soon as we’ve finished stuffing our faces with Domino’s on National Pizza Day (9th February), we’re kicking back with a cocktail on National Margarita Day (22nd February).

 

Along with the weird, wonderful and quite frankly obscure (National Open an Umbrella Indoors Day – 13th March, in case you were wondering), there are days that genuinely have a big impact on the media agenda. The most obvious of which is Christmas.

 

On the run up to December 25th, you can’t open a newspaper or go online without reading about festive decorations or gifting ideas. So when BuildMyGift.com asked us to support the launch of its new website in November by generating coverage in Christmas gift guides we grabbed the challenge with both hands.

 

We knew that we had to make a big impact-and-fast for BuildMyGift.com and ultimately our coverage had to drive website traffic. To do this we used tactics we knew would secure online coverage with a live link. This included a strategic mix of media outreach, blogger partnerships and top tips and features, working with a leading gifting psychologist.

 

This three month campaign resulted in 89 pieces of Christmas focused coverage in titles including Metro.co.uk, Glamour.co.uk, Express Online and The Scotsman. The team also secured a further four pieces of coverage in the news pushing the brand’s Valentine’s Day offering, including a mention on This Morning.

 

Using Google Analytics we were able to track the success of this coverage, proving that it not only drove website traffic but also generated sales at these key times.

 

For vegan health, beauty and wellness brand, Arbonne, the new year not only marks the start of the ‘New Year, New Me’ craze, but also Veganuary, a campaign that encourages people to go vegan for the month of January.

 

Knowing the impact this has had in previous years across the media and popular culture, and veganism’s overall rise in popularity, Refresh PR’s consumer team worked closely with key target media to secure inclusion in product roundups, in 11 top tier titles throughout January, including Elle, Good Housekeeping and The Daily Telegraph.  

 

To hear more about how we can generate coverage for your brand at the right time, in the right place, contact info@refreshpr.co.uk.

 

 

 

 

 

Tagged with: creatiive agency Manchester, Creative Agency, PR agencies Manchester, PR campaign essential, Press office, Public Relations North West