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CASE STUDY: PETIT AVENUE
In the midst of a worldwide pandemic, online baby boutique Petit Avenue found themselves being at an advantage by not having a bricks-and-mortar store. They set about competing with the big players in the industry, with a PR campaign designed to showcase their online offering and level the playing field.
They embarked on a PR campaign from April to December 2020, working with Gillian Daly Communications. The aim was to reach their target audience of 20-44 year old Irish mothers with high disposable income who would be attracted to the high-end offering of luxury nursery furniture and accessories, and also quality apparel for children from 0-5 years.
This PR campaign was built fully on press office resource, which put media relations at the very centre of everything we did. We couldn’t rely on tactics such as celebrity endorsement, gifting or attractive events to gain exposure for the brand so instead we had to get creative with attractive PR angles to create interesting and relevant stories that suited the current climate of Covid-19, which was dominating news.
We saw a trend for supporting Irish Business from press due to the pandemic and leveraged this angle strongly. For example we secured coverage in the Love Local sections in the RTÉ Guide and Irish Made in Irish Country Magazine. We also got coverage in both The Irish Times Magazine and The Irish Independent Magazine (and online) on 17 Oct using the Irish Made angle for the Little Organics skincare range which is sold exclusively by Petit Avenue and manufactured in Ireland.
We secured a game-changing piece of coverage by successfully pitching Petit Avenue for Virgin Media’s Backing Business campaign which offered a free 15 second ad played across all 3 Virgin Media channels (50-60 times in total) over a week long period from 27 May- 3 June. This was monumental for Petit Avenue and ticked 3 huge objectives of brand credibility, founder profiling and driving sales. Website traffic was up a massive 264% during this period compared to the previous week and 4770 online store sessions were generated. We were also successful in having Petit Avenue toys included in the set of the <b>Late Late Toy Show<b> and they got a lot of screen time due to their positioning and were also listed on the Late Late website.
Notably we secured a cover story in You Magazine on 29 August (which was also featured on the front cover of the main Irish Daily Mail newspaper and included a colour picture of Joanne). The You Magazine feature was 4 pages long and included full colour imagery of Joanne and a full page of imagery of some of the key products Petit Avenue sell. It also include the various pre-agreed mentions of her as a businesswoman on the front cover and a tagline including the url at the bottom of the piece (see online press book included). This led to an increase of 8% on visits to the Petit Avenue website compared to the previous day and 899 online store sessions.
Other notable pieces included a piece in The Sunday Business Post (main paper) ( Headline: ‘Baby Boutique Boom as crisis opens new online markets’) showcasing Joanne as a businesswoman which resulted in a 5% increase in website traffic on the website and resulted in 451 online store sessions that day.
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