JML came to us with a clear goal in mind: to become the ‘go-to’ brand for household products to make “everyday easy”
JML had a wide variety of products under their roof and wanted to synergise their PR efforts with their in-house marketing for individual product launches. This is a crowded market and we needed to ensure that each new product we launched had its own strategy and targeted media relations campaign. We devised a series of launch events, alongside influencer engagement, celebrity endorsement, and product placement to ensure JML dominated the household goods market.
A series of events to launch the Nutri Blitzer, Lotus Wok and Simply Straight Brush was a key part of our strategy to educate and elevate the JML brand. 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. We worked with celebrities such as James Cracknell, who was the face of Nutri Blitzer and Ching-He Huang, who was the face of Lotus Wok to support the launches and provide commentary to the media as well as co-hosting events. We also worked with high profile bloggers and vloggers to create valuable online content that supported our media campaigns. Product placement was vital, and we achieved regular, targeted placement across the media spectrum, with a number of 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.
We generated 165 pieces of coverage across the 3 product launches. The events series attracted over 150 journalists and the subsequent coverage saw the products featured in publications such as Metro, Daily Express, OK, Style at Home, New!, Best and many more. Moreover, this content increased online conversation related to JML and their products significantly; the Simply Straight launch content kept this product as the number 1 result on page 1 of google for the 12 months after launch for the term ‘straightening brush’.
Our work ensured JML took prime position as the number one household brand in the UK and created a seamless calendar of launch activity to coincide with the brands marketing objectives.
pieces of coverage