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)
