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Make your product this year’s must have

Make your product this year’s must have

The market is particularly saturated with both well established and newly emerging brands and products, especially during the festive period. To get your product and voice standing out amongst the rest it is imperative you have set in place a strong integrated communications strategy that speaks directly to your target audience.

The following tips and advice provide an overview of the ways in which you can raise your brand’s profile within the media and amongst consumers.

Tip 1 – Product placement and journalist reviews

One of the most effective ways of elevating a brand or product in the media during this busy time of year is through successful product placement and journalist reviews.

Being named in a “Ten best of” or “Five hot new products” style feature can give your brand huge credibility and exposure and can have a big impact on sales.

JML: “Everyday Easier”: cutting through the noise to make JML the number one household brand

Product placement was vital, and we achieved regular, targeted placement across the media spectrum, with several pieces featuring in specific seasonal gift guides. To further support the launches, we negotiated media partnerships to secure competitions and reader offers for the products. With a total reach of 726,824,645, our work ensured JML took prime-position as the number one household brand in the UK.

Tip 2 – Social media

Another fundamental part of making your product a must have is through engaging social media content.

A great way to engage followers is to establish regular content creation, for example ‘Christmas inspiration’ or ‘fun fact Friday’. Using new digital tools such as IGTV or Instagram stories will get your product noticed, especially if you use it in an unusual way. Make sure you use your community to promote your products and give positive reviews.

Creating a three-month calendar will also help ensure all social channels are kept up-to-date and in line with the PR plan. It is vital that the tone of voice across all platforms is in-sync, our social media team can help you ensure your content is always going out at the same time of the day as well as consistent.

Tip 3 – Celebrity or influencer endorsement

Celebrities and now influencers are an extremely powerful commodity when it comes to selling products.

When looking to work with a celebrity it is important to first think about the difference between a celebrity ambassadorial role and celebrity endorsement. A celebrity ambassador will become the face of the brand and will usually be contracted to doing several interviews, photoshoots and events. This is normally the costliest option, but it does offer a brand a lot more scope than targeted celebrity endorsement.

Example: Lapland

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.

Tip 4 – Celebrity and influencer gifting

Targeted celebrity and influencer gifting can be a much cheaper, way of generating celebrity endorsement.

To get an influencer to talk about or endorse a product, it must be either beneficial for them or something they believe in. Therefore, brands must think about the right influencer for their product.

Examples: The British Library

We were tasked with generating widespread press coverage for The British Library to showcase their membership scheme as the Christmas gift for the imagination. To promote the new membership, we worked with a range of high-profile digital influencers, based in London, providing them with complimentary memberships in exchange for reviews across their online channels.

We partnered with a number of influencers such as Liberty London Girl, Not such a Model Mum and Boo & Maddie to produce impactful online content for The British Library Membership.

Tip 5 – Press Event

Press events allow you to interact with journalists, develop relationships and ultimately create brand ambassadors who could become hugely valuable. Press launch events for a product, allow brand representatives to discuss the idea, the ingredients and components and also gives journalists the opportunity to try the product out first hand.

There are four main components to planning an event: planning, timing, theme and follow up. For more information about how to run the perfect PR event get in touch here.

Example: positioning JD Women as a leading athleisure brand.

To educate the press on JD Women’s unique offering we created themed press events, a first for the brand. The events focused on their fitness and fashion offerings and created excitement amongst our media targets, resulting in key relationships being built between the fashion press and JD Women. Strong journalist relationships were built with over 230 attendees across two seasonal press days, resulting in a real understanding of the brand amongst the fitness and fashion media.

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.

How to get Christmas Coverage

Why Christmas Coverage is Made in Summer

Christmas campaign GIF

With the typical British Summer barely arriving on our doorsteps, Christmas is probably the last thing on your mind. However for savvy brands, now is the time to look ahead.

It goes without saying that Christmas is one of the busiest times of year for consumer brands and that a high presence in the media is crucial. Especially if you want your product to be top of your target market’s Christmas wish list.

And how do you guarantee that your product is the go-to gift over the festive period? How do you stand out from your competition?

Getting placed in a coveted Christmas Gift Guide is a start!

These ‘Christmas Gift Guide’ features celebrating the best of the ‘must have’ gifts for the gifting season dominate the media over November and December. As such, they are the Holy Grail of coverage.

Whilst this may all seem extremely premature, now is the time to start planning your Christmas strategy or you run the risk of missing that all important slot!

Why do I need to start thinking about this now? Christmas is months away!

Magazines, especially those with larger audiences, work three to six months in advance of the issue’s publication date, so editors are actively searching for products to feature in their Christmas issues from July through September. National and online titles have a much shorter lead-in time, however, it is still a good idea to start pitching your brand/product now so they become familiar with what you are offering.

Is being featured in a Christmas Gift Guide all its cracked up to be?

Christmas gift guides – whether print or online – are eagerly anticipated by consumers, looking for gifts to buy friends and family, and 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 in question. The benefits of appearing in a Christmas gift guide are widespread awareness and the chance to have your product under the eyes of consumers at the time of the year when they are most happy to spend money. Additionally, inclusion in a gift guide can also increase your brand’s credibility with other press outlets, leading to additional media interest and requests.

How do I get my brand into a Christmas gift guide?

The process for your brand appearing in a Christmas gift guide really begins a number of months before the big day. The first stage is research: 

  • Which publications run Christmas gift guides?
  • Who is the journalist responsible for putting them together?
  • Which titles are right for your brand?

These are all questions which you need to consider, prior to introducing your brand, product or service to journalists.

The next stage is the pitch:

  • A carefully crafted email which explains your brand, product or service to a journalist and details why they and their readers are likely to be interested.

The third stage is the follow-up: 

  • Journalists and bloggers receive hundreds of emails a day, so being persistent really is key when it comes to receiving a positive response. This is where working with a PR agency can really help as they will have a little black book of good contacts who listen to what they have to say which will allow you to side-step the process.

What is your top tip for standing out from the crowd in the busy Christmas period?

  • Be creative – Don’t be afraid to send journalists/bloggers a sample of your brand/product presented in a creative way. This will allow them to experience your brand/product first-hand and understand why it is likely to be of interest to their readers/followers.
  • Start early! – There is a lot of competition amongst companies and brands to feature in Christmas gift guides, so start your outreach early and be proactive and persistent to give yourself the best chance of being featured.

How can PR help with your consumer campaign?

Standing out from the crowd is not an easy thing to do for companies especially in this digital era where consumers have knowledge at the touch of a button. If you’re attempting to position your company or product as a category leader, you’ll need to tell interesting yet believable stories that make your demographic consider a new perspective. Reaching out to the right audience is key to building a successful 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.

Influencers

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. These 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.

Events

Product launches

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.

JML came to us with a clear goal in mind: to become the ‘go-to’ brand for household products. As this was a crowded market, we needed to ensure that each new product was launched to the press as the number one product of its type showcasing their unique selling points. To do so, we planned and implemented a series of events to launch their products to a UK market. These events were a perfect opportunity to educate the media on the functionality and superiority of the products and build relationships with key journalists and influencers. The events attracted over 150 journalists and the subsequent coverage saw the products featured in publications such as the Metro, Daily Express, OK, Style at Home, New!, Best and many more.

Press conferences

Not too sure if a press conference is required for your brand? A press conference is a meeting, organised for the purposes of officially distributing information to the media and answering questions from reporters. The advantage of a press conference for your brand or business is that the announcement made during the event will have a maximum impact by being in all the media at the same time. From organising the press conference, to practicing speaking in public or answering journalists’ questions, we help our clients make sure they are as prepared as possible for the big day.

We worked with American based AIDS Health Foundation to help it stage a London press conference as part of its on-going campaign to bring about change with the UN agency focussed AIDS worldwide, UNAIDs. This conference in London was crucial as it was calling on the UK government to act in its role as chair of the committee which oversees UNAIDS’ work. PHA had a week to first research, secure a venue as well as constructing the format of the press conference, issue notices to main media outlets, and commission the creation of banners and other materials for the press conference. The press conference featured four speakers and saw a great panel of attendees including The Guardian, The Sun, The Daily Mail, The Independent and the Associated Press. This resulted in strong coverage in those four main titles, each of them reporting AHF’s call on Theresa May and International Development Penny Morduant to act over the scandal.

Pop- ups

Pop-up stores are fast becoming a familiar feature of the modern cityscape across the UK and businesses are embracing the concept. The UK’s pop-up industry is estimated to be worth £2.3 billion, accounting for around 0.76 per cent of total retail turnover, according to EE’s Britain’s Pop-Up Retail Economy report. In 2016, 3000 pop-up spaces were counted in London alone. When opening a pop-up store, you can 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.

Digital

Social media and digital assets

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.

RED Driving School wanted to be regarded as the leading driving school in the UK but faced poor brand perception and recognition which was limiting their ability to attract both learner drivers and instructors. Our campaign sought to make RED relevant to a younger audience by building a social presence whilst establishing them as an attractive proposition for driving instructors in the media. This resulted in 13 million social impressions in the first few months of our campaign, RED has an online presence that continues to grow with celebrity posts generating tens of thousands of likes, comments and shares across social platforms.

Community management

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 Cauli Rice, to manage their online presence. We used social media as a way of gaining exposure for the brand whilst competing in Virgin Media’s Business Start-up competition, hosted by Richard Branson. From paid advertising on social media to follower growth and animated GIFs, we looked after their entire strategy. As a result, they received 685,000 votes and 2,500 entries! Cauli Rice was one of three start-up businesses to be crowned and receive a 50k marketing budget from Branson.

Thought-leadership

Establishing yourself as an expert in your domain can be vital to gain potential clients and customers who will inherently trust you more – and equally beneficial, bloggers and reporters will also respond to you more warmly if you’re seen as an industry leader. Thought leadership is a great way to achieve that cut-through, by sharing high-quality content that will help your audience understand you and your business.

We recently worked with Down’s Syndrome Association (DSA), the only organisation in the country that focuses solely on all aspects of living successfully with Down’s Syndrome. Their goal was to claim their rightful place as the leading charity for individuals and families living with DS. To do so, we created a structured, hard-hitting campaign that incorporated the charity’s ethos and utilised their existing assets. To help them we created thought leadership opportunities to bring focus to the organisation. Our media coverage had a combined reach of over 6 million with 68 pieces of coverage generated and DSA were cemented as an authority on the condition.

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. Get in touch now to see how we can help you.

Influencer marketing: adidas

The concept of a brand hiring an influencer to promote a product, service, event or wider campaign isn’t new. In fact, with many brands reporting that traditional advertising and marketing such as television, print media and digital are becoming less effective, it is no surprise that more and more brands are including permanent influencer marketing spend in their budgets.

No longer can we afford to think of influencer marketing as a novel strategy, when by the year 2020 influencer marketing global spend is set to become a billion-dollar industry.

One brand that we wanted to highlight in this piece is adidas, whose effective influencer strategy has had tangible effects on both sales and brand awareness and is, without a doubt, a contributing factor in adidas CEO, Kasper Rørsted being able to say that ‘2017 was a strong year – financially and operationally. We made great progress toward achieving our mission to be the best sports company in the world.’

Below are five notable ways we can learn from adidas’ success with influencers over the last two years:

Creative content

In addition to giving influencers creative freedom when it comes to content, adidas also create their own bespoke content that features influencers. As an influencer, this content is something you want to be involved in and want to share across your social channels because it’s different, exciting and more often than not, something you would not be able to produce yourself. adidas, therefore, ends up with engaging content for use on their own channels and a group of top fitness influencers sharing the same content with their thousands of followers. This is a tactic that works incredibly well when spreading campaign messaging or supporting kit launches.

Example 1: Back in January adidas worked with many of the UK’s leading fitness influencers to create content that featured each influencer encouraging their followers to set goals for 2018 and show the year ‘what they are made of’:

Hey 2018! ✨💫 I’ve got my dreams and you’ve got yours, let’s all move and fall and get back up again 🙃 #heretocreate #createdwithadidas #movement #mindandbody #2018 @adidaslondon @adidaswomen

A post shared by Lottie Murphy (@lottiemurphy_) on

||TWENTY EIGHTEEN🌟|| LET’S DO THIS. Another 365 opportunities to hussle for your dreams. No matter what your dreams are life, work, fitness, health; you get out what you put in. . Goals are just dreams with deadlines. Those goals aren’t just for January, here’s to a year (& plenty more years) of bad-assery however you do you. Happy New Year! Peace & Love, Kim x ✌🏼 #tonewhatyouown #heretocreate #createdwithadidas #collab @adidaslondon @adidaswomen

A post shared by Tone What You Own ™ ✌🏼💛 (@kimhartwell) on

Creativity is the purest form of authenticity, because what you create with love is a direct expression of your soul. . . . .So don't fear, put yourself out there, come out of your comfort zone, be present and keep creating…or recreating yourself❤ . . What are you excited about this year? Who do you want to be ? What do you want to create? . . .Tell me below beauties…❤ . . . . @adidaslondon @adidaswomen . #heretocreate #createdwithadidas #adidaswomen #adidaslondon #move #create #bepresent #beyou #ad #isawelly

A post shared by Isa-Welly Locoh-Donou (@isawelly) on

Example 2: Just this month adidas turned their ambassador, model and businesswoman Karlie Kloss, into a hologram, along with many other UK fitness influencers, to launch the new Stella McCartney collection for adidas:

🥊🥊 #lessimpactmorepower @adidaslondon

A post shared by Karlie Kloss (@karliekloss) on

Well hello Sunny Saturday! Whats everyone up to today?👀👀 THis is the Perfect day for some outdoor workout followed by a nice brunch with friends🙌🏿🙌🏿🙌🏿🙌🏿… but Im at school all day so thats just me dreamimg it😂😂😂 . . . . . Earlier this week I Hologram'd my moves in the new @stellamccartney collection for @adidaslondon ….. The collection is made of organic cotton, recyclable materials and with minimum waste…AND still look and feel great! #lessimpactmorepower . . .Have a great weekend beauties ❤ . . . . #createdwithadidas #adidaslondon #stellamccartney #isawelly #pilates #movement

A post shared by Isa-Welly Locoh-Donou (@isawelly) on

Rise to the challenge! Get up, get out, get active. A light jog, a hill session, sprints or drills, today move your body and be free. #lessimpactmorepower #heretocreate @adidaslondon @adidaswomen

A post shared by Natasha Scarlet (@natashascarlet_) on

Worldwide community

adidas have successfully built a community of influencers worldwide which allows them to tap into an international audience of millions.

By building an influencer network, adidas have increased the momentum to be able to promote and grow the brand in a long-lasting way, creating brand awareness with different audience groups which ultimately means better brand visibility.

Example 1: adidas ambassadors/influencers from different countries often link up and create content to share across their platforms. They tag each other and adidas in their respective posts allowing both influencer and adidas to reach a new market.

Here, London based fitness influencer Bradley Simmonds linked up with Australia’s Steph Smith whilst she was on a trip in London:

Last session with @stephclairesmith before she heads back to @adidasau, ending with a strong one 🔥 A superb role model and An absolute joy to train 👊🏼 THE WORKOUT! 1. Cable rotation (10reps both sides) 2. Woodchops (10reps BS) 3. Cable v-sits (12reps) 4. Cable hanging knee raises (12reps) 5. Cable cross climbers (20reps) 6. Boxing style (10 reps both sides) 7. Alligator crawl (30seconds) Three rounds to be completed 🔥 Choose your weight wisely ensuring your technique is spot on with enough weight to push yourself 👍🏻 @stephclairesmith smashed it 🔥 @adidaswomen @adidasuk @adidasau YOU CAN purchase my 4 WEEK CORE program by visiting bradleysimmonds.com 👍🏻 #getitdone #coreworkout #core #abs #absworkout #bbg #adidas #fitnessgirl #gymmotivation #gymlife #model

A post shared by bradleysimmonds (@bradleysimmonds) on

BACK IN THE GAME with @adidasau @stephclairesmith 🔥 A great workout that doesn't require much space in the gym. Your next workout 👍🏻 1. Kettlebell deep squat – 10reps 2. Kettlebell goblet squat – 10reps 3. Pulse lunge – 10reps (Both Sides) 4. Curtsy pulse – 10reps (BS) 5. Split box lunge – 10reps (BS) 6. Incline Bridge – 20reps 7. Single incline bridge – 10reps (BS) 8. Single Bridge – 10reps (BS) 9. Pistol squats – 10reps (BS) THREE ROUNDS 🔥💦 #getitdone #humpday #bumworkout #legday #gymlife #gymworkout #gymmotivation #fitnessgirl #bbg #fitspo #glutes #weightlossjourney #squats #wieghtloss #fitnessmotivation

A post shared by bradleysimmonds (@bradleysimmonds) on

Here, two adidas global ambassadors – Adrienne LDN (London) and Julie Nelson (New York) – met up at the adidas Studio ahead of an adidas event:

Look who’s in town! 🇬🇧 @jawsnelson @adidaswomen ⚡️ Feelin pumped for next weeks event, stay tuned! 🥊😘 #adidaswomen #adidasfam #london #fitness #fridayfeels #fitnessmotivation

A post shared by ADRIENNE LDN (@adrienne_ldn) on

Example 2: Whether it’s a kit launch or fitness event, the support of their influencer community often means that adidas have hundreds and sometimes thousands of pieces of social coverage to amplify their reach.

This worked exceptionally well when influencers from across the globe touched down in London town for the launch of adidas Athletics Z.N.E. Pulse Collection:

Always grateful to be part of the @adidas family. Thank you London for having us yesterday #ThePulseOf London #pulseofathletics #zne #adidas

A post shared by Dipika Pallikal Karthik (@dipikapallikal) on

What an extraordinary feeling it is to be a part of the @AdidasMENA ambassador team for the global launch of the @Adidas #ZNE #PulseCollection. Inspired by heartbeats of athletes from around the world 💗🌏 Thank you #Adidas, I can't wait for the world to see the new line! [Released 31st August in store] #thepulseof #london

A post shared by Ivana Bruic 🇭🇷🇦🇺 (@miss_austyle) on

Had a really good yoga session today with these lovely girls ☺️ unfortunately I am not as flexible as them, but I tried my best 😬 @yogabodylondon with @giuliacalcaterra and @nesarassouli also @barzomer @miss_austyle @verenje Next: #thepulseof event #adidas #london #events #takechargeldn #bethenext #yogabodylondon #blogger #sourroundedbybloggers #fitgirls #notflexible #flexible #triedmybest #yoga

A post shared by Pamela Forster (@pamelaforster) on

I can't even begin to put in words how magical this trip has been for me. Meeting inspiring people from every part of the world, making new friends, and the most amazing part of it all, experiencing the world of @adidas has been so eye opening for me. It's incredible how much you can learn in so little time of you believe in yourself and get out of your comfort zone. Friends, if there's anything you're hesitating to do today because you're scared, nervous or unsure- TAKE THE LEAP. You're stronger than you think😉 #thepulseof London #ZNE

A post shared by Nesa Rassouli (@nesarassouli) on

Nothing but good vibes @Adidas #ZNE #thepulseof LONDON✌

A post shared by Ivana Bruic 🇭🇷🇦🇺 (@miss_austyle) on

Good morning my friends! Today I was meeting the amazing @adidas ambassadors from all over the world, and we are so excited for the big release of the PULSE collection tonight! @adidas @adidasisrael #zne #ThePulseOf ✌🏻

A post shared by Bar Zomer (@barzomer) on

Hanging with the @adidas girls in #London where they make for a very pretty #shoefie. #ThePulseof #ZNE

A post shared by Nandini Bhalla (@nandinibhalla) on

Influencer campaigns

adidas often run influencer campaigns using their global hashtag, #heretocreate, that aim to inspire and to get eyes on new product launches. These campaigns are extremely valuable because they allow influencers to tell adidas’ story for them and let’s face it, what better way to show off new kit or trainers than with multiple fitness influencers posting athletic pictures of themselves all wearing the same kit, alongside inspirational messaging.

Example 1: adidas Women’s Training wanted to inspire to help kick-start New Year fitness regimes with a New Year campaign. UK based fitness influencers shared their goals for 2017 on New Year’s Day in the hopes of inspiring and encouraging their followers to set and achieve their own goals. Each influencer involved in this campaign shared a post on Instagram and created in Instagram story to go alongside it:

2017 I'm coming for you 💪🎉 the last 12 months I finally discovered what it was like to truly have a healthy mindset and balanced lifestyle. Exercise and being 'fit' is more than what you can lift, what you look like, or how much you weigh, its about moving your body, working towards a goal and motivating not just yourself, but others around you. If you're striving for anything this year, make sure it's not just a healthy body on the outside, but a healthy mindset, a balanced lifestyle and a whole lotta self love ❤️ #HereToCreate #AdidasWomen #AD #LovaineWorkout

A post shared by Emilie Layla Lovaine-James (@lovaine_james) on

{{ 2017 • L O O K I N G • U P }} So for many the new year brings many new goals, new dreams, new starts and new resolutions… I'm setting myself the goal to create STRENGTH through BALANCE in 2017. Strength to train hard, laugh often, explore more, forgive easily, practice fearlessness, do yoga every day and be kind to myself. In hope of finding continued balance in my work, family and social life … and of course in side plank 😊 What are your goals? #heretocreate @adidasuk. . . . 📸by @sam_hot_jams All red errrrthang by @adidasuk (obvs 😘) #adidasuk #happynewyear #newyearsresolutions #strength #balance #workout #train #yoga #armbalance #sideplank #activewear #newyearsameyou

A post shared by C H A R L O T T E H O L M E S (@misscharholmes) on

{{ 2017 • L O O K I N G • U P }} So for many the new year brings many new goals, new dreams, new starts and new resolutions… I'm setting myself the goal to create STRENGTH through BALANCE in 2017. Strength to train hard, laugh often, explore more, forgive easily, practice fearlessness, do yoga every day and be kind to myself. In hope of finding continued balance in my work, family and social life … and of course in side plank 😊 What are your goals? #heretocreate @adidasuk. . . . 📸by @sam_hot_jams All red errrrthang by @adidasuk (obvs 😘) #adidasuk #happynewyear #newyearsresolutions #strength #balance #workout #train #yoga #armbalance #sideplank #activewear #newyearsameyou

A post shared by C H A R L O T T E H O L M E S (@misscharholmes) on

Example 2: Once again utilising their relationships with fitness influencers, adidas gifted each influencer with the latest kit from the adidas Women’s Training collection and asked them to post a creative and inspiring image on their Instagram channels:

Just wanted to give you guys a #BestMe update. In 10 days, I have honestly gone from feeling so frustrated with my physical & mental progress to feeling like a whole new woman. Just by making some simple and effective tweaks to my training and nutrition I truly feel like I am getting back to my best. And it turn it gave me the confidence to rock this super cute @adidasuk crop top & leggings, that I wouldn't have felt too comfortable in a few weeks back. I put it down to nourishing my body, moderating my portions and becoming in tune with my hunger cues. I also put it down to consistency in the gym, smashing my workouts and in turn already noticing progress in my strength & fitness. And this is only the beginning….in the coming weeks & months I am #heretocreate my best self. My fittest self. My strongest self. My happiest self. If you're looking for the same then come and do this with me! I'll be sharing the changes I've made & little tips and tricks that I believe can help you to feel your best. Already so excited to have so many of you on board! The support you guys give is like nothing else I have experienced, so let's support each other on this journey. 💜💜 #heretocreate #bestme #transformation #fitnessjourney #strong #fit #happy #ad #adidas

A post shared by Tally Rye (@tallyrye) on

When I started my role as an @adidas global ambassador I was asked what my ultimate goal is. The answer? I am #heretocreate an army of strong women. Women who look after their bodies because they love them. Women who want to better themselves. Women who support each other. Women who empower each other. Women who lift each other up. Women who radiate good vibes ✌🏼 I want YOU to join this army and to help me spread positivity. Let's do this 🙌🏼 Wearing @adidasuk 📸 Photo: @jonpaynephoto 💕 #girlgains #strongzvd #strongsquad

A post shared by Zanna van Dijk (@zannavandijk) on

Create the things you wish existed. Feeling super excited about some upcoming projects and events and getting creative again! 🌟Happy hump day although not really the same kind of hump because of the 4 day week, more like a very small hiccup. Wearing @adidasuk #heretocreate #pilates #holisitichealth #yoga #mindandbody

A post shared by Lottie Murphy (@lottiemurphy_) on

Free classes and run clubs

adidas host a variety of free influencer led fitness classes and run clubs that allows them to broaden their influencer activity and further engage with their audience, ultimately driving brand awareness.

This activity allows adidas to create an experience around their brand, both for the influencer and for the audience, and so brings the brand to life.

Furthermore, through adidas, consumers are able to meet and be trained by the influencers who inspire them, building brand trust and loyalty.

Example 1: 152 Brick Lane is adidas’ woman’s studio. Here, adidas film a lot of their influencer fitness content, book inspirational guest speakers, and offer influencer led classes:

||TWOTONED TAKEOVER🌟|| Absolutely buzzing for day 2 ✌🏼of our #AdidasStudioLdn takeover. T 💁🏻+Me💁🏼+a ton of bad ass women sweating it out in the @adidasuk 📍Brick Lane studio! 💦💪🏼It's going to awesome, & best of all?! Your buddy will be sweating it out next to you! 👭 . Here's a sneak preview of a couple of the moves we have in our sessions tonight! If you can't make it down try them at home! ⏰45 seconds work, 15 seconds rest. Integrate them into your workouts or do them in a circuit ➰ (one after the other) for 3-4 rounds with a 30-60 second rest in between rounds! . 👉🏼Standard T pre video booty shakin' 🍑 feel free to use that as part of your warm up 😉 👉🏼Kick Throughs (or more fun name 🙃Breakdancers!) 💃🏼 👉🏼Roll up to Tuck Jump (don't worry if you need to use your hands to get up!) 🤗 👉🏼Crawl to Burpee 🔥 . Get it team! LET'S DO THIS! 👟All @adidaswomen errrything #trainwithTwoToned #Adidaswomen #AdidasStudioLdn #heretocreate

A post shared by Tone What You Own ™ ✌🏼💛 (@kimhartwell) on

Thanks for having me @adidasuk had a blast teaching the runners and can't wait to be back! 🙏🏻 Wearing the new Adidas ultraBOOST X runners – they're almost as flexible as I am 😉🏃🏼‍♀️ #guessineedtostartrunning #probablynot #adidasuk #adidasstudioldn #heretocreate #ultraBOOSTX

A post shared by Jaime Tully (@jaimetully) on

Example 2: Back in July 2016, adidas launched ‘adidas Runners’, a community of runners who use the city of London as their training ground. The Facebook group has amassed thousands of followers and the runs themselves are not only led by influencers but they also attract influencer and journalist participation:

City Run LDN 🇬🇧 Who’s racing this weekend with @adidaslondon city run Fulham? See you there 😘 #ARLondon #runlondon #runtheworld #roadrace #whyirunldn #adidasrunners #adrienneldn

A post shared by ADRIENNE LDN (@adrienne_ldn) on

🏃🏼🏃🏼#PUREBOOSTX ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ Testing out the bouncy new @adidasuk kicks with @adidasrunning 👟👟 ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ We warmed up with @adriennetmm and @ajodudu working upper and lower before heading out to embrace the beautiful ☀️☀️ with a 6k canal route! (H followed on her favourite @ridley_bikes assumed as lead snapper 📸) ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀. Another INCREDIBLE evening thanks to the adidas team 🙋🏼🙋🏼 ⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀⠀ TTH x #twicethehealth #pureboostx #Running #Run #Adidas #Fitness #GymSnack #WorkoutSnack #WorkOutIdeas #PostWorkout #Health #Healthy #CheatClean #TreatClean #Yummy #InstaFood #InstaFit #FitFam #GirlGains

A post shared by Twice The Health (@twicethehealth) on

WHO RUN THE WORLD ? 👟✨ On Wednesday I'll be leading a fitness event with @adidasuk & @whateverittakeslondon We'll be warming up @bloklondon before a road run to test out the PBX shoes ❤️ It's a free event but you need to sign up for a ticket, hit the link in my bio 👆🏽 (P.s This ones ladies only, sorry guys) #whyirunldn #adidasrunners #london #positiveenergy #heretocreate #adidaswomen #runners #runtheworld #whateverittakeslondon #womensrunning

A post shared by ADRIENNE LDN (@adrienne_ldn) on

Influencer collaboration to create original products

adidas know that growing and evolving an influencer partnership keeps the relationship fresh and exciting. It helps grow the brand and, if done well, can establish a brand as leading and relevant.

One great way adidas have achieved this is by collaborating with influencers to create original products that appeal to the influencers followers and also to their target audience.

Example: adidas collaborated with London based fitness influencer and adidas global ambassador, Zanna Van Dijk, to highlight the miadidas functionality on the adidas website which effectively allows consumers to customise their own footwear, choosing styles, fabrics, colours and writing.

Zanna created a trainer collection inspired by the things that she identified as making her the person she is. Things like the city of London, physical challenges and a desire to empower women.

adidas also created a slick campaign video to share on the site and across social announcing the collaboration:

THE NEWS IS OUT! 🙊🎉 This is the campaign video for…. my very own footwear collection with @adidasuk!!!!!! 😱 Guys, it's been killing me keeping this under wraps for so long! Since January I've been working with the @adidas team to create my very own collection of customised miadidas footwear inspired by my city – London. There are three shoes which reflect my personal monochromatic style. A training shoe, a lifestyle shoe and a slider. They are unisex and I am literally obsessed with them!!! You can shop my collection or customise your own by clicking the link on my profile! 🙌🏼 You can also see the shoes up close and hear more about this collaboration in my brand new YouTube video! 🎥 I hope you guys can share in my excitement! Today is a pretty damn big day for me. I can't believe I'm sharing this news with you! Please do let me know if you grab a pair! We can be matching!!! 👯💗 #adidas #heretocreate #miadidas #strongzvd #strongsquad #ad #dreamscometrue

A post shared by Zanna van Dijk (@zannavandijk) on

To download our ebook on choosing the right ambassador for your sports brand, simply click on the image below.

Or alternatively, if you’re looking to make the perfect collab or influencer campaign speak to our award-winning team.

Outsourcing your life

Written by the dubl team

 

We now live in a world where everyone seems to be struggling for time. Outsourcing to specialists has become essential for success. Where you once received the roll of an eye if you had a nutritionist or personal trainer, it’s becoming increasingly common!

Whether you are a business or an individual, everyone has a niche. We’ve started to work smarter, and we pride ourselves on our efficiency. So, when it comes to doing something that’s outside your specialist area, or something you simply don’t enjoy doing, why waste your time doing it?

Outsourcing allows you the time for you to do what you actually want to do, not just need to do. You can use the time to spend the hard-earned cash you’ve never had time to spend before!

Businesses like TaskRabbit and Handy have taken off in recent years. People think nothing of hiring someone to fix odd jobs in their place or to do laundry and ironing. What was once seen as a luxury, is now a part of everyday life. Although it’s nothing new to have a cleaner, more and more of us are outsourcing everyday household chores that we historically did ourselves…

Similarly, the novelty of restaurants offering delivery via Deliveroo was immense. Now it’s not a weekend unless you see the countless Deliveroo bikes delivering high-end restaurant food to people’s doorsteps.

The success of door-to-door food delivery has led to companies such as HelloFresh and Balance Box to deliver fresh ingredients to your door. With each box containing the exact amount of measured ingredients and a step-by-step recipe, you can avoid the effort of meal planning and food shopping whilst still being able to cook impressive dishes.

Outsourcing allows you to focus your time and energy on the things that will make you successful and allows you to concentrate on what you truly are a specialist in.

Now, the recruitment industry is also offering you the chance to outsource. Let us introduce dubl…

dubl allows you to outsource your job search by connecting you with Agents who specialise in finding the exact roles you’re looking for. Your Agent will know how to pitch you and your best qualities. You can leverage their contacts and land your dream job with a simple connection. You also save yourself time not having to think about going after a new role, because your Agent will do the hard work for you. dubl’s aim is for you to build a long-term relationship with your Agent and never have to look for another recruiter again.

We think time is precious, so make the most of it and outsource. You’ll become a less stressed individual for it. We believe that letting someone take after your long-term career prospects will become the norm and dubl is leading the way for this.

Outsourcing isn’t the future, it’s already here, so join the revolution.

How to talk about a sensitive subject: The secrets of Health PR

Regardless of the sector you work in, PR professionals will always need to deal with sensitive subject matters. The subjects in question will vary dramatically depending on the type of client you are representing, however, it is important for all PRs to be fully prepared and understand how to handle challenging topics for discussion.

Looking specifically at the health sector, PRs will often find themselves dealing with niche, sensitive topics which the public do not wish to openly discuss. From tooth decay, to varicose veins, to odorous armpits – these are just some of the common health concerns that it is important to educate people on, but not the most glamorous of topics to cover.

As PRs, we must deal with such topics in a delicate, professional way. However, it is also the job of the PR team to bring these topics to life and take what would usually be perceived as an ‘unsexy’ issue and catapult it to the forefront of public conscious through targeted and creative PR activity.

Below we’ve detailed some of the key PR tactics that can be utilised when handling a sensitive subject:

 Don’t be afraid to ask questions…

As a starting point, it is important to ask ALL the awkward questions that no-one wants to talk about. This will help to establish the key messaging for a campaign and draw out the most press-worthy hooks. Armed with this information, you will then have the basis for PR’able content.

 Make it bite-sized!

Fertility Aware IVI

 The key to promoting a sensitive health topic is to make the issue feel relevant to the masses, and to make sure that the subject is easy to digest and understand. Feature articles focussed around ‘top tips about….’, or ‘myths and facts about…’ can be great ways to engage a mass audience and provide consumers with the must-know info in a bite size form. Also, for a more visual content strand, infographics can be a good way to provide information about a sensitive subject.

Case studies are key

 Case studies can also be hugely beneficial when trying to spread awareness of a sensitive subject and bring a challenging topic to the forefront of the media’s attention. Real stories illustrating a health condition or problem help bring a topic to life by adding a human face, and help educate a consumer audience on warning signs/symptoms they should be looking out for – which can help people to identify if they too are suffering from the condition in question.

All case studies must be handled with the utmost sensitivity. It is important to guide the case study throughout the entire process – making sure they feel totally comfortable with answering sensitive questions and being contacted by journalists. For media articles, all case studies will be required to reveal their full name and be pictured within any resulting articles so it’s also important that case studies are fully briefed on this from the get-go and feel completely happy to have their name and image in the public domain.

Think about your audience!

engaging an audience

When dealing with sensitive health stories, it’s also important to think carefully about who the target audience is and where they want the information to go. What’s the age demographic you are trying to engage with? Is the condition/topic you are dealing with more geared towards men or women? Does the condition require an expensive procedure to treat? These are all questions which you need to ask yourself when planning your PR activity to ensure that you are cutting through the noise and hitting the people who are most likely to want to hear from your client.

In summary, to effectively PR a sensitive subject matter, it is vital that you spend time carefully learning about the topic – drawing out all the required information whilst recognising the sensitivities around the issue. Make sure that your PR messaging reflects the client and subject matter suitably. Finding a delicate balance between the need to spread awareness and any sensitivities around real-life stories /making sure that the topic is featured via the appropriate channels is key to any successful PR campaign focusing on a sensitive subject matter!

If you would like some help on how to address a sensitive subject then please get in touch.

The power of positive PR reviews

Consumers are becoming increasingly sceptical of traditional forms of advertising and marketing. Instead, they would rather buy into businesses through a recommendation which feels genuine and authentic.

Positive reviews within the media can offer your businesses the opportunity to connect with customers or audiences on a more personal level and gain their trust. Each review is a form of promotion, as it exposes your business’ name, product, or service to its readers – thus increasing their awareness of who you are and what you have to offer.

A glowing review within a newspaper, magazine, online, or on the TV and Radio, is extremely powerful, as it has the power to reach large audiences and encourage people to invest time and money into your business.

Not only can this positive coverage help to elevate your reputation and bring new customers to your door, but it can also improve your search rankings online, spark ‘word of mouth’, and allow you to communicate with audiences that you have struggled to reach before – making it an integral part of your marketing and communications strategy!

But how can this be achieved? Here we give you an insight into the world of PRs, and how they are able to benefit your business by generating positive reviews within the media:

STRONG JOURNALIST RELATIONSHIPS

To achieve a flattering review for your business, product, or service, it is vital to communicate with the right type of journalist – at the right type of media title.

PRs spend a lot of time building and maintaining strong relationships with journalists, learning what they want in terms of news, topics, and products, and delivering it to them in the right way. So, when a new business comes on board and needs their profile raising, PRs can leverage these strong relationships to capture the interest of journalists, communicate the business’ key messages and, ultimately, deliver positive, high impact review coverage.

For example, last year The PHA Group was employed by the global home appliance manufacturer, SharkNinja, to help raise awareness of the new Ninja Coffee Bar. To achieve this goal, we reached out to our vast list of media contacts and invited them to a ‘Coffee Morning’ event in London where they could try out the Ninja Coffee Bar for themselves. The event saw 60 high profile journalists in attendance and, as a result, generated over 60 positive reviews – in titles such as the Daily Mail, Good Housekeeping, Cosmopolitan, Telegraph.co.uk, Red Online, Mail Online, Stylist Online, Harper’s Bazaar Online, Look, Now and The Sun on Sunday.

MEDIA TRIALS

Offering the media, the chance to experience your brand first hand is another great PR technique, if carried out appropriately and correctly. By offering journalists the chance to trial a product or service, PRs can introduce a business to journalists in a more personalised way, ensuring that it will be at the forefront of their minds going forward.

Of course, any review given by a journalist will be based on their personal opinions and experiences, which can never be controlled by a brand or a PR! What we can do is understand in advance what information the journalist needs, or what experience they are expecting, and ensure that this is delivered during the trial so that they have everything they need, and have had the best possible experience of the brand, when writing up their review.

For example, last year the revolutionary food and nutrition app, EDO, approached The PHA Group and asked us to help drive more app downloads, by generating positive reviews within the media. To achieve this, we approached selected media to offer them a trial of the app. During these trials our team provided each journalist with a step-by-step guide on EDO, helping them to understand how to use the app to unlock nutritional information about the foods they were consuming.

Because of this personalised experience, we managed to generate over 20 positive reviews for the app over a short three-month period – across influential titles such as the Mail Online, Notebook, Cosmopolitan, Marie Claire, Metro, London Evening Standard and Woman’s Own. The Mail Online alone article generated over 2,000 downloads in just one day and the Cosmopolitan piece led to 900 downloads after a week of publication!

CREATIVENESS

‘Creativity’ is a skill that PRs frequently use to create a buzz around their client’s product, brand, or service. Cooking up fresh and creative ideas by ‘thinking outside the box’ can help to capture the media’s attention.

For example, to announce the launch the Zyliss Control Knives we organised an experiential event which invited the media to take part in a ‘Cutting Edge Masterclass’, where attendees were able to brush up on their chopping skills and try out the new knives. The event was held at L’Atelier De Chefs on Wigmore Street and to provide an additional draw for the media we arranged for celebrity face Nadia Sawalha to host on the day. The masterclass saw an attendance of 20 key journalists which then resulted in 29 pieces of positive review coverage for the new launch including Daily Mirror, Daily Mail Weekend, Daily Star Sunday, My Weekly, Your Home, Prima online and Good Housekeeping online.

 

WORKING WITH CELEBRITIES, INFLUENCERS, & BLOGGERS

Working with celebrities, influencers and bloggers is another popular PR tactic which can help to boost awareness of a business and drive sales, through positive reviews.

Whether they are posting about a service on social media, being photographed using a branded product, or attending an event – these influential personalities can help to shine a light on a business by bringing it to the attention of their fans and followers.

Before working with influential personalities, PRs will identify which personalities would be a good fit for the business and who would be able to communicate the business’ key messages with the right audiences.

Using this approach, at The PHA Group, we recently hosted an event to introduce key digital influencers to the new Simply Straight from JML Direct. Over 20 reputable influencers, including – The Collyer Twins, Made in Chelsea’s Nicola Hughes, The Fashion Rubix and Talented Lex – were invited to attend a special evening event held at the ME Hotel’s Personality Suite. At the event, attendees were welcomed by celebrity hairstylist Darren Ambrose who provided one-on-one styling sessions, using the Simply Straight, throughout the evening. The event led to over 30 reviews of the Simply Straight product across the influencers’ websites and social media channels and because of this coverage, the Simply Straight product was ranked on page 1 of Google for the key search term ‘hair straightening brush’ for over 6 months.

 

Online Reputation Management: Complete guide to your online brand

The most ‘on-point’ fashion and beauty influencer campaigns of 2017

With brands working with influencers in bigger and better ways than ever before, from designing collections to fronting a movement, we look back on the most impactful influencer campaigns from the fashion and beauty world in 2017…

In The Style – ITSsarah

Set up in 2013, In The Style is an example of a UK brand whose success has been driven by the Instagram-shopper, as a result, the amount of influencers they work with has increased. Already part of the reality-star collaboration bandwagon, with collections from Made in Chelsea’s Binky Felstead and Geordie Shore’s Charlotte Crosby, in 2017 they shifted to work with their first blogger – Sarah Ashcroft.

In The Style understand realise how effective influencers can be. Their customers are teenagers and young women who have grown up in the generation where bloggers, YouTubers and Instagram stars carry as much gravitas as a movie star and therefore signing up their first influencer they are cashing in on a huge trend which is only set to grow.

By choosing a high-profile influencer like Sarah Ashcroft to design a clothing range, In The Style have tapped into exactly what their young customers admire and want to emulate. Her Instagram bio reads ‘Doing It For the Gram’, which could pretty much be 2017’s mantra, and intrinsically tie in with In The Style’s Instagram-focused PR strategy.

By coining a hashtag – #ITSsarah – which to date, has just shy of 2,000 posts, In The Style has cemented themselves as a brand who knows how to work with influencers, and we expect big things from them in 2018.

Boden – Wear It Like A Mum

Sometimes when we hear the word ‘influencer’, particularly in relation to fashion, we tend to think of the Sarah Ashcroft’s of this world. However, influencer marketing is a strategy many brands are and should be embracing, whatever their customer profile. In their ‘Wear It Like a Mum’ campaign, Boden worked with a different kind of influencer, those who are Mums, taking the phrase ‘dressing like a Mum’, and turning it on his head.

Boden worked with a range of influencers on this campaign, highlighting amazing women with great style who just happen to be Mums too. This included women such as Anna aka Mother Pukka – a feisty blogger whose blog is her full-time job, but also influencers such as Clemmie from Mother of Daughters who still retains her job as a midwife.

What we love about Boden’s ‘Wear It Like A Mum’ campaign is the positive vibes, the strong team of influencers they have recruited and the fact that the idea isn’t just about the clothes – its messaging transcends further than this, which makes it memorable.

In today’s world there is a such a vast range of influencers out there – for some this is their full-time job, some juggle their Instagram with their work and others regard it as a hobby. It’s therefore important never to discredit working with different influencers – dependent on your brand, your campaign and objectives, influencer marketing will work in different ways for you.

The Gypsy Shrine – Micro-influencers

Influencer marketing comes in many different forms – whether that is recruiting a high-profile blogger, a squad of ambassadors or engaging with lots of micro-influencers. One brand who has been particularly on form with micro-influencers, is glitter beauty brand, The Gypsy Shrine.

Micro-influencers are an extremely valuable tool. Their followers are often highly engaged, respect their opinion and care what they have to say.  Not only this, they can help with brand awareness, and their images can be reposted as great content on your own I.G feed.

Festival fashion and beauty has undergone many different trends over the years, but what has seemed to stick from 2016 onwards is glitter (quite literally – you find it lurking at the bottom of your bag weeks after the event). The Gypsy Shrine’s glitter is relatively low value, meaning it will be at practically zero cost price to send out far and wide to a band of make-up artists, creative Instagrammers and people who love being #extra. Their Instagram feed is repost-after-repost of crazy and beautiful glittered-up looks – it is definitely a millennial brand who know how to market their products!

⚡️Christmas Party GOALS!⚡️ @ginimisselbrook wearing our Chunky Silver + Gold Glitters applied using Paw Paw ✨ All available online ✨ Link in bio to shop! ✨ Top from @claudiapink #ChristmasGlitter

A post shared by THE GYPSY SHRINE (@thegypsyshrine) on

Sleek Make-up – #myfacemyrules

In 2017, make-up brand Sleek launched their #myfacemyrules campaign, designed to celebrate individualism and uniqueness with a love of make-up at its core. The campaign kicked off with a powerful video featuring a cast of makeup lovers, from medical students to professional make-up artists, along with the hashtag #myfacemyrules.

Whilst this campaign video didn’t feature influencers, Sleek got it right by starting a movement and coining a hashtag people can jump on. This includes the everyday make-up enthusiast and the influencers they have worked with since. Sleek have led the way by showing how an overarching campaign idea, encompassing advertising and PR, can incorporate influencer marketing. With a powerful memorable message underlying all activity, influencers and Instagram-users alike want to show they are part of this exciting movement.

Missguided – #MakeYourMark

2017 has been the year of body positivity, and with this, the rise of body positivity influencers pledges to not re-touch models and more diversity in fashion campaigns. Although we are almost at the end of the year, Missguided snuck in at the eleventh hour and wowed us with their brand new #MakeYourMark campaign.

This fashion e-tailer has made a pledge not to retouch any of their model’s ‘imperfections’ – to quote: ‘We’re on a mission to inspire babes the world over that love themselves, for themselves, to embrace your flaws, and to not strive for what the world perceives as perfection’.

To launch the campaign, Missguided has recruited a bunch of sassy girls, of a range of different shapes, sizes and skin tones, with one thing in common – that they love their bodies and want women to do the same.

Including influencers such as Emily of @darth-bador, who promotes self-love and appreciation, and Sam of @fattyboomtatty who is all about the self-confidence, Missguided can only be praised for this campaign (our favourite of the year). We have a little inkling that the body positivity movement is only going to go from strength to strength next year and hopefully more brands will adopt this thinking when it comes to their influencer marketing in 2018.

 

Top 5 Christmas Consumer PR Campaigns

With the festive season upon us, it’s time to look back at some of the best Christmas campaigns from over the years. As we all know, as soon as December hits, people switch into panic mode over presents, cooking and festive

Photo by freestocks.org on Unsplash

decorations. Brands capitalise, hoping to engage and excite customers with their festive campaigns. A report published by National Building Society stated that £77.6bn was spent last Christmas. Brands are willing to spend millions each year on their Christmas campaigns, hoping to secure a healthy return on investment.

So, without further ado; here are our top five Christmas consumer campaigns

  • Coca-Cola

Red trucks swiftly moving through a snowy landscape, lighting up towns as they go. Such a simple idea but an idea which has stayed in the minds of consumers all around the world for years. The iconic ‘Holidays are coming’ advert, launched back in 1995. For many people the festive season doesn’t start until they see the Coca-Cola advert, that’s quite an impression to have over consumers.

The Coca-Cola Christmas truck tour is also back this year, to hand out free goodies to fans up and down the UK. The hashtag #holidaysarecoming has already amassed 330,000 posts on Instagram. Coca-Cola has shown that its brand can adapt from the 1920’s to almost 100 years later ever evolving with new trends and apply them to their marketing strategies.

  • John Lewis

Over the last ten years, John Lewis Christmas campaigns have become a staple part of our festive season. Never afraid to splash the cash, with the first Christmas campaign in the John Lewis collection costing £6m. By creating popular and memorable campaigns it has had a direct influence on sales. The long wait campaign in 2011 reached half a million views in its first 24 hours. That Christmas saw sales up 9.3% year on year in the five weeks prior to December.

https://www.youtube.com/watch?v=pSLOnR1s74o&t=2s

The following year saw an even bigger upsurge in sales, with a massive 44.3% increase thanks to the snowpeople in love campaign which helped John Lewis break into the £800m mark in sales.

  • Sainsburys

Not known traditionally for their Christmas campaigns or in the league as Coca-Cola or John Lewis, but Christmas 2014 was Sainsbury’s year. Inspired by teaming up with the Royal British Legion they retold the story of the Christmas day football match. The almost four-minute-long campaign recreates one of the most famous moments of the first world war.

The supermarket shows the tale of the Christmas day peace in the trenches, a moving and very human story focused on the infamous football match in no man’s land. A young British solider passes on a chocolate gift to his German equal, which then leads to the end message ‘Christmas is for sharing’.

All proceeds that were made from the £1 chocolate bar advertised in the campaign, were donated to the Royal British Legion.

Another hit produced from Sainsbury’s which exceeded all expectations is ‘Mog’s Christmas Calamity’, the 2015 campaign reached over 38 million views on YouTube. With many claiming that Sainsbury’s campaign blew John Lewis’s out of the water for 2015.

  • McDonalds

McDonald’s has been picking up momentum each year with their creative campaigns. In 2017 they’ve created the #ReindeerReady campaign.

The brand tells the story of a young girl on a shopping trip with her father who is saving a McDonald’s carrot stick to give to Santa’s reindeer. But when they return home, her sibling points out that one carrot won’t feed Santa’s army of reindeers, and so they travel back to McDonald’s to get more carrot sticks.

The fast-food brand is hoping similar success to last year, which delivered an increase in sales and brand awareness.

Emily Somers, VP of marketing and food development at McDonald’s goes on to say “We’ve been selling carrot sticks for more than 10 years in our restaurants, it’s something we’ve always done. And it’s absolutely on point with the [wider] message around Christmas”.

  • Heathrow

The nations favourite teddy bears return to our screen this Christmas for part two of Heathrow’s Christmas campaign. Last Christmas we were introduced to Doris and Edward Bair. The campaign tracks two bears as they land at Heathrow airport, go through passport control and walk through arrivals, waiting patiently for someone to claim them. At the end of the commercial the Bair’s transform into elderly adults and it shows that they have been greeted by their grandchildren.

This year it takes a more detailed look at the Bair’s life together with the motto ‘Fly to someone, not just somewhere’

 

 

Influencer Handbook

There’s no doubt that online influencers are becoming an ever stronger presence in modern marketing. They have huge social followings and dedicated fans willing to emulate their every move. Any business can surely see the merit in harnessing these individuals that wield such power over such a large audience. However in practice this is not as simple as it first appears and we often hear the same questions time and time again.

How do you determine who has the strongest voice for your brand? How should you target them and how do you establish a relationship that will stand the test of time?

We’ve compiled some useful insights to help you navigate the world of online influencers and build relationships that will have a real impact on your business.

HOW TO WORK WITH ONLINE INFLUENCERS

Instagram influencers

In today’s age we are bombarded by choice. So it’s not surprise that online influencers hold a lot of power in validating our decisions. These 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 followers.

So how can we use this power effectively? Surely with the most powerful influencers commanding audiences of millions and reports that word of mouth recommendations generate double the sales of standard advertising it would be hard to go wrong.

However, harnessing the power that these influencers have is more difficult than meets the eye. The value these influencers hold is inextricably wrapped up in their authenticity and careless capitalising will quickly snuff this value out. It’s a tricky balance to master, so here are our top tips on how you can influence successfully.

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HOW PROMOTING YOUR PRODUCTS ON INSTAGRAM IS CHANGING

For the first time ever the FTC has personally reached out to influencers and celebrities to remind them of their duty to disclose their “material connection” with the brands of products promoted across their social media. So what does this mean for apps such as Instagram?

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WHEN INFLUENCER RELATIONSHIPS GO WRONG

In an increasingly digital world, where our reactions to brands and products are becoming all the more immediate, there is no greater marketing tool than the celebrity endorsement.

Whether it’s a TV star or an Instagram influencer, we look to these figures to dictate what we wear, what we eat, how we decorate our homes and so much more.

Rather than the occasional TV advert, platforms such as Instagram allow us to see and emulate what products celebrities are using in their day to day life – the ultimate endorsement for any product.

Seeing your favourite health blogger smiling statically, clutching a blender on a TV advert or billboard might not be that inspiring. Seeing that same blogger using said blender to make their breakfast 7 days a week, whilst singing its praises, is much more likely to have you forking out for one quicker than you can say ‘Amazon Prime’.

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DON’T JUST TAKE OUR WORD FOR IT

Instagram Influencers

With the ever-increasing power of online influencers, as a PR agency it is crucial we know how to maximise on influencer relationships so that we can generate opportunities for our clients.

A strong relationship with a respected influencer and positive blog reviews can be a great way of increasing brand credibility, raising brand awareness, driving sales and increasing an online presence.

To get the inside scoop first hand, we interviewed three of the UK’s top lifestyle influencers, to talk targeted approaches, PR turn offs and best practice for PRs.

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