Tag Archives: comms

Vote: Prime Time needs you!

9 Nov

I’ll get straight to the point. I’ve entered the UK Blog Awards 2015 and, fancying my chances, prematurely bought a trophy cabinet.

But, to get in front of the judges, I need your help. It’d make my week, month and year if you vote for Prime Time today.

Mum, don’t worry. I’ll give you a one-to-one tutorial on how to do this. For everyone else, all you have to do is click the links, submit your details and voila!

1) PR, Marketing, Media and Comms category

2) Digital and Technology category

What are you waiting for?

Anya Hindmarch’s cereal partnership is far from soggy

13 Oct

If you didn’t fancy a bowl of Kellogg’s finest before reading this blog, you will now.

Thanks to fashion designer Anya Hindmarch – the woman behind the ‘I’m Not a Plastic Bag’ campaign – the latest trend is vintage-inspired accessories that pay homage to big brands. From Ariel washing powder clutches and Custard Cream purses to Rich Tea baguettes and Coco Pops totes, this collection has hit the shelves at a time when demand for nostalgic kitsch has almost hit the roof.

And one in particular has caught my eye – Frosties.

With a fresh landing page, a strong social media presence and bold e-comms, this partnership is unique because both brands benefit from the added value. Here’s how:

Anya Hindmarch
Having been inspired to develop the limited edition Fashion Flakes range as part of her Counter Culture collection – inspired by her passion for making the ordinary, extraordinary – the bags are exclusive to her stores in London and Paris, instantly making it a sought-after product.

But, so not to put the products on a pedestal, Anya’s cleverly employed the use of social media to create a buzz – making these luxury items seem attainable to the average cereal eater.

Fans are being encouraged to post images or films on Instagram, tagging @anyahindmarch with the hashtag #cerealshopper for the chance to win a £1,350 bag.

With each Instagram post featuring the collection – or the Frosties-themed milk float, which formed part of a PR photo-call where cereal was handed out during London Fashion a Week – reaching 57,000 followers and generating in the region of 1,000 likes, it’s by far the best platform for the designer to show off.

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Frosties
But, what does Kellogg’s get in return for loaning out its family favourite brand I hear you ask? Well, whether you’re a collector or just like your cereal boxes with a pinch of class, you can get your hands on a redesigned Frosties box for a respectable £3 (the same calibre high-end creation at the snippet of the price).

Of course, Tony the Tiger is holding one of Anya’s bags as an extra plug, but on the whole the metro (modern vs retro) interpretation looks good and gives Kellogg’s some new content for its comms channels – something a 100+ year old brand must be desperate for. It’s also been able to share the love with Waitrose where the chic cereal will be available for a short period.

So, as you can see, two totally different brands from different sectors and with different audiences (the proportion of women with Anya’s luxury handbags who eat Frosties is considerably small, or so I assume) can successfully work together.

It’s simply a case of sharing key assets – in this case it’s Tony – and making it relevant to each other’s customer base using the right comms channels. It’s like a formula and this one has been well executed:

 

Photo-call launch + global news hook + exclusive product + competition + social media = brand awareness + recognition + engagement = sales

Do you agree? What element of the partnership do you think tastes grrreat?

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Volvic goes back to its roots with Tough Mudder deal

23 Apr

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I have a confession to make. Seven months ago I completed the incredible Tough Mudder challenge, and sometimes I wear my victory t-shirt to the gym to subtly show other people on the treadmill how brilliant I am. By the way, it feels good.

If you don’t know what Tough Mudder is, I’ll pop it into a nutshell for you: it’s 12-miles of electrifying pain across muddy terrain that requires top teamwork to overcome physical and mental challenges for a great cause – Help for Heroes.

Last year, I entered a team of chefs on behalf of my client, Meadowland, and ended up escorting them (slowly, slowly catch a monkey) down the track. I hadn’t trained, I was tired and almost gave up after nine miles. But my team, and every other competitor, kept me motivated. And that’s the beauty of Tough Mudder. It’s a challenging movement with camaraderie at the heart of every step – which is a marketing dream for the right brand.

So, I’m impressed that Volvic has recognised the event’s reach by signing a three-year sponsorship deal.

More than having the foresight to partner with this international event, it’s also creating a digital campaign to bring it to life. From Facebook ‘fan’ galleries to YouTube content, it seeks to unite runners online as well as on the circuit.

Executed in the right way, Volvic has a great opportunity to generate a good return on its £550,000 deal, by:

* Raising brand awareness through Tough Mudder’s existing comms
* Generating effective content that can be leveraged across traditional and social media
* Getting its products into the hands of thousands of runners across a series of regional events year-on-year.

Let’s just hope, for everyone’s sake, there’s still a pint of Strongbow waiting for them at the end. It’d be a shame for this brand to step away just as it’s built up momentum. Water just won’t cut it when you’ve been electrocuted, frozen and thrown yourself off walls.

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