Frylight, a kitchen cupboard staple of the weight loss community, tasked us to drive consideration beyond their traditional audience and showcase how Frylight can be incorporated into cooking for the whole family. A digital activation led by leading lifestyle and fitness influencer Graeme Tomlinson saw us recreate the UK’s favourite meals, including curry and fish and chips, with drastically reduced calories, simply by substituting fatty ingredients such as oil for Frylight. An exclusive look at the recipes on MailOnline set social media alight, with a call to action generating 5,600 new visitors to the Frylight homepage. Graeme’s recipe videos, hosted on his Instagram and content was repurposed across Frylight’s own channels - a runaway success with 45,000 organic views on his first Instagram story.
Longstanding client Specsavers challenged us to create an activation that would reinvigorate their own-brand designer range Osiris. Audience profiling confirmed a celebrity ambassador would drive brand re-assessment and prompt consideration. A deeper dive identified our ambassador – Gary Barlow. We brokered a favourable deal that saw Gary announced as the face of the brand in March 2019. Glossy content was produced to bring the collection to life and align with Gary’s own perception as a dapper gent, which formed the core of a true multi-channel plan, incorporating BTL, ATL and digital. Results across the board were profound, with media and consumers alike excited by Gary’s ambassadorship. Following launch, Specsavers saw an increase in both eye test and total glasses sales – demonstrating the true value of PR in understating consumer need and driving brand activity.
Our client Smiggle, where a smile meets a giggle, wanted kids across the UK to ‘Be Kind’ to each other. That’s why we joined forces with the lovely team at This Morning to launch 2019’s Be Kind campaign in partnership with the Diana Award. Dr Ranj, a This Morning favourite, hosted a live broadcast outside the Smiggle store in Bluewater Shopping Centre alongside some local school children who discussed their experiences of bullying and the importance of kindness. In just one week, 100,000 exclusive #BeKind keyrings were distributed for free across Smiggle stores. The campaign achieved 134 pieces of press coverage with a reach of 130million, daily coverage on This Morning during anti-bullying week and support from over 40 influencers.
Hearing loss is a natural part of the aging process and can be easily improved, but continues to be a condition very few people want to talk about. That’s why our task for Specsavers Hearing is to normalise hearing loss. To get the conversation flowing we staged an influencer and media wine tasting event with a twist – everyone was fitted with 70% hearing loss moulds. ‘Heard It Through The Grapevine’ was powerfully captured on film and shared socially with impressive results. So good, in fact, that it turned out to be Specsavers’ best-performing piece of content ever. With a very modest spend the content reached over 362,000 people and generated 155,000 video views, 23,000 post clicks, and 2,000 plus engagements.
We work with the team at Vue to position them as THE destination for big screen entertainment – nationally, regionally and locally. As part of our reactive approach to local PR we’re quick to identify opportunities, particularly when it comes to celebrities, and a timely partnership for the Watford site with pop-group Rak-Su, who come from the area, was too good to miss. To announce Watford’s new recliner seating, what better way than to invite the local community along to watch the world premier of Rak-Su’s new music video from the comfort of the luxurious new chairs. Even more timely was the fact that it co-incided with band member Myles’ departure from the jungle in ‘I’m A Celebrity’ so it became a triple celebration: new recliner seating, new music video and welcome home party all rolled into one. This resulted in a successful activation with 13 pieces of coverage reaching 1.5million people. Local media were on board, an engaged target audience and a celebrity that went above and beyond in terms of delivery due to it being the perfect brand fit at the perfect time – a win win situation for all.
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