With summer holiday season in full flow and a July heatwave fresh in the memory, it might seem strange to be discussing Christmas PR campaigns but in the world of the media, the festive period has already started.
When executed successfully, PR can offer a creative, results-driven approach that will help tell your brand’s story and generate an array of 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 tangible results such as driving Christmas sales for our clients in the build-up to the most wonderful time of the year.
Influencers
It’s been reported that 8 out of 10 consumers purchased something after seeing it recommended by an influencer. So, it’s no surprise that influencers are regularly sought after as part of marketing campaigns, especially when the end goal is to sales or in this case Christmas sales.
In recent years, 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 objective, one of the key tactics was to work with a range of digital influencers, based in London. By partnering with the likes of Liberty London Girl, Not such a Model Mum and Boo & Maddie we were able to position a British Library membership as the Christmas gift for the imagination.
Events
Given the two-year hiatus due to the pandemic, events, pop-up shops and press conference are going to be back with a bang this Christmas and will once again be the heart of any PR strategy, especially when consumers will be looking for the perfect gifts for their loved ones.
We understand that organising an event to launch a new product or range can be daunting, and we are well versed in being able to effectively promote your event, encouraging media to cover or attend it through excellent relationships and contacts.
An example of this is when we were tasked by Disney to help 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 make sure we captured 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. The activity resulted with over 2,000 attendees, many of which were young families.
Implementing Digital
Regardless of the industry your business operates in, your audience will have a digital footprint and you need to consider how you communicate to this particular demographic. Whether it’s to help drive Christmas sales, promote a new product, or re-enforce your reputation amongst your competitors, social media and Digital PR should be part of your strategy.
From implementing exciting social media strategies to creating engaging content, we provide a complete digital solution to create impactful campaigns that engage with your audiences.
Our dedicated in-house social media 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 management.
Utilising Gift guides & placement opportunities
In the build-up to Christmas, Gift guides and magazines become incredibly popular with consumers looking for inspiration for their loved ones. So, it’s no surprise that being able to utilise gift guides 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.
We worked with Champagne Pommery in the build-up to the festive season to position them as one of the leading champagne brands in the world. To do so, we placed Pommery Brut Royal Champagne within relevant Christmas gift guides including Marie Claire, Red, Woman & Home, Mail online.
If you’re interested to find out how a PR campaign could help to drive Christmas sales in the build-up to the festive season, get in touch with our Consumer PR team today.
