Project Description

Project Brief

Raise brand awareness throughout consumer media using product PR.

Client:

Combining a passion for all things colour and pattern, as well as solid technical experience in manufacturing, Woodchip & Magnolia is a family-run business producing unique wallpapers, fabrics and furniture collections from a Lancashire studio.

Founded by Nina Marika Tarnowski after 17 years as Design Manager and Senior Wallpaper Stylist at one of nation’s leading wallpaper design houses (Shhhh! Graham & Brown), and her husband Paul, they have more than 30 years’ industry experience and a determination to do things their own way that is as bold as their designs.

Inspired by the verdant green hills of Lancashire and its rich landscapes, Woodchip & Magnolia is as dedicated to protecting the outside world as it is to bringing interiors to life.

All wallpaper is printed using water-based inks on FSC-sourced paper to cut pollutants, and every item is printed to order to ensure minimal wastage.

Woodchip & Magnolia are passionate about what they do; priding themselves on technical know-how with strong design and colour aesthetic.

Strategy & Tactics

Woodchip & Magnolia are one of the hottest names in wallcoverings right now. After handling PR inhouse, it was time to look for outside help.

We have put together a solid product PR strategy for Woodchip & Magnolia, first reviewing all their different existing collections and their calendar of new releases we created a 12 month plan for promoting their products at key times – such as supporting a product launch at Clerkenwell Design Week, and the launch of a new fabric range.

By delivering on-brand mailers and lookbooks for collections and ranges to our network of contacts across the homes & interiors media we have been able to secure substantial media coverage for Woodchip & Magnolia. Highlights have included more than 100 cuttings in one week. We continue to reporesent Woodchip & Magnolia.

Results

Results are ongoing, but highlights so far include:

  • 211 pieces of online and offline coverage in just six months of activity
  • 2 x Instagram posts from Fearne Cotton which sent highest traffic ever to the website
  • Instagram post from Helena Christensen
  • 100 cuttings in one week – an agency record!