Brand awareness, product placement and influencer partnerships.
Colourtrend, one of the Republic of Ireland’s leading decorative paint brands, was eager to establish the brand within the UK market following a deal with UK stockist, Johnstone’s.
Colourtrend identified four key regions across the UK that it wished to target through PR. Our challenge was to heighten brand recognition, within this wider audience, and drive sales to the UK stockist.
We devised a campaign focusing on brand awareness, product placement and influencer partnerships.
While an instantly recognisable brand in ROI, Colourtrend was a new brand to the UK. We therefore had to start off with basics – a solid primer, if you will! In order to introduce the brand to interior and lifestyle journalists, across both consumer and trade titles, we worked with the Colourtrend team to produce a digestible media pack.
With introductions made it was time for a second coat. We used a mixture of media tactics to ensure the brand was front and centre of interior features and product placement opportunities; from issuing topical e-alerts, placing competitions and promotions with target publications, and setting up product reviews, to pitching the team for expert commentary on all things related to colour and interiors.
To add some campaign gloss we forged relationships with online regional brand ambassadors. Relevant interior and lifestyle influencers were identified to work with as partners across the target regions. We upskilled them on the Colourtrend product range so they could communicate key messaging with authenticity. We gifted product in order for our online community to demonstrate Colourtrend products in their own homes.
The relationships forged with these ambassadors were a real brush with success. They engaged audiences with dynamic content that showcased paint quality, colour options, where to buy products and pricing. We galvanised long term relationships with these regional influencers to ensure Colourtrend would be the paint brand they turned to for their next renovation or decoration project. In addition, we were given access to the high-quality imagery they produced of their gorgeously designed homes - everything from sumptuous black lounges, pastel nurseries to cool blue wine cellars! These can be used on an ongoing basis as PR case studies for Colourtrend, as well as across branded marketing materials.
Throughout the campaign we secured 195 pieces of coverage across consumer and trade titles as well as social platforms in the interiors space. This resulted in a total reach of around 11,193,612.
By placing a series of bespoke competitions in local papers, we were able to raise brand awareness at a regional level.
Through our network of influencer ambassadors, Colourtrend branded content was seen across Facebook, Twitter and Instagram social media platforms. The influencers created content that users were able to engage with online and inspire their own interior journeys.
With over 1,500 colours available, there really is a shade for everyone and everything.