Project Description

The Brief

To place online wedding stationers norma&dorothy in key wedding and lifestyle titles in a six-month campaign to raise their overall profile

Strategy & Tactics

Strategy

Launch a campaign to educate highly influential journalists, editors and instagrammers about the amazing products being created by norma&dorothy

 

Tactics 1

We identified our key audiences of wedding planners and brides-to-be, and built a top-tier media list of influential  contacts at outlets including:

  • Weddings
  • Brides
  • Hello
  • co.uk
  • com
  • Wedding Ideas
  • You & Your Wedding

 

Tactics 2

We identified newsworthy product collections and created beautiful lookbooks showcasing these products

Tactics 3

We delivered the lookbooks to all our key contacts and followed-up with offers of samples.

We also news-jacked hot stories such as the Royal Wedding and the Royal Baby to land placements in key titles.

Results

  • 57 pieces of coverage reaching an online audience of 18.9 million
  • 47 links from key titles including Hello.com, BrideMagazine.co.uk and YouAndYourWedding.co.uk
  • 628 shares through social media channels
  • Equivalent advertising spend (if space earned was paid for at rate card rate): £86,600
  • Campaign spend: £8,400 (six monthly instalments)
  • ROI: 10x
  • Check out the full coverage report here