Written by Lily Barnes • Published 21st August 2019 • 5 minute read
Now that summer is nearly over, it’s time to think about Christmas and what type of PR strategy you need to put in place. Yes, Christmas feels a long way ahead but 48% of UK shoppers have already started buying Christmas presents in July. And another majority will start buying theirs between October and November. But why should you launch a Christmas PR campaign?
When executed successfully, PR can offer a creative, results-driven approach that will help tell your brand’s story and generate engaging media placements that talk directly to your target audience. We look at some of the methods and strategies our award-winning teams deploy to gain cut-through and deliver results for our clients during this festive time of the year.
In today’s age we are bombarded by choice. So, it’s no surprise that influencers hold a lot of power in validating our decisions. This Christmas again, influencer marketing is going to help you take your campaign to the next level. Why? Because influencers are real people who we trust and respect, a vital tool in marketing a product given that their opinions can, and do, impact the behaviour of their amassed following.
In December, we were briefed to generate widespread press coverage for The British Library to showcase their membership scheme as a must-have Christmas gift for the season. To achieve this, one of the key activities was to work with a range of digital influencers, based in London. Partnering with key influencers including Liberty London Girl, Not such a Model Mum and Boo & Maddie was important to produce impactful content for British Library Membership and supported the campaign to position a membership as the Christmas gift for the imagination.
The British Library said:
The PHA Group supported us with our British Library Membership Christmas campaign. They were a delight to work with – super organised and results driven! We gained some great coverage in a short period of time.
Senior Marketing Manager at The British Library
Events, pop-up shops and press conference are in the heart of any PR strategy, especially for Christmas when people are looking for the perfect gifts for their loved ones. Organising an event to launch a new product or range can be daunting. PR agencies can effectively promote your event encouraging media to cover or attend it through excellent relationships and contacts, as well as creating a buzz of excitement by generating awareness and increase the number of attendees. When opening a pop-up store, you can also maximise your brand awareness. You’ll face your customers and therefore will be able to test your products or services directly in front of your key customers.
Disney wanted to launch a new video game called Epic Mickey 2. Celebrating the forgotten characters of Disney, this game had the potential to appeal to both older and younger generations. To capture the imagination of our audience, we decided to bring the Disney magic to life through a once in a lifetime event. Taking ownership of a coveted space at Westfield, Stratford, we planned an event designed to cut through the noise of our competition. We brought an official Disney illustrator to draw the iconic characters and a virtual graffiti wall to complete the two-day event which was hosted by TV presenters Dick and Dom, ensuring entertainment for adults and children alike. With over 2,000 attendees, many of which were young families, the pop-up event was a huge success.
Whatever your industry, segment and audience, a big portion of your customers and leads have a digital footprint. Whether it’s to re-enforce your image, create a stunt or promote a new product, social media should always be part of your strategy. From animated GIFs to cinemagraphs and motion graphics, we provide a complete digital solution to create impactful campaigns to engage with your audience. Our dedicated in-house specialists work with you to develop your strategy, and then manage every aspect of all your channels, from weekly content plans and content creation, to daily posting and scheduling through to news agenda or event reaction.
We worked with LaplandUK to position them as the only immersive, theatrical Christmas experience for children to uphold the real and traditional values of Christmas. Our goal was to secure high-profile celebrity visits to create a buzz around the venue on social media as well as raising their profile within key national press and media and consumers to gain top coverage across a variety of channels. Our campaign was based on bringing the magic of LaplandUK to life by enhancing people’s understanding of traditional values of Christmas, the innocence of the season and its ethos. We approached A-list celebrities who have children between the ages of 2-12 and arranged for them to book a trip with their family to LaplandUK in exchange for a quote or social media post. We secured visits from the Beckhams, David Furnish, Emma Bunton, Simon Peg, Emilia Fox and Katie Piper to name a few. The campaign was extremely successful with the experience selling out within two-and-a-half-weeks of being open.
Gift guides & placement
Gift guides are a life saver for many people around Christmas, and all magazines are creating some to help people find the best present for their loved ones. So, it’s no surprise that a gift guide is one of the most powerful tools you can have during the holidays. It allows you to showcase your products, inspire shoppers, and stay top of mind throughout the season. Often brands who have enjoyed placement in a gift guide can see a huge return in terms of an increase in website traffic and sales of the product mentioned.
We worked with Champagne Pommery to position them as one of the leading and most innovative champagne brands in the world during the festive season. To do so we placed Pommery Brut Royal Champagne within relevant Christmas gift guides including Marie Claire, Red, Woman & Home, Mail online. As well as Gift Guides, we also did some featured placement for the Champagne brands which generated opportunities for key spokespeople to write feature articles for relevant media titles, for example, we placed a feature article on ‘6 Champagne tricks to make your New Year’s Eve party extra special’ with Red online.
A PR agency can help you engage with the right audience helping you to create and implement a communications strategy for your business and brand ahead of Christmas. Get in touch now to see how we can help you.