Firefly uses press events to establish Give as you Live as a major retail player at Christmas-time
Give as you Live helps you to support your favourite causes just by shopping online.
A significant piece in Give as you Live’s business strategy is to increase its base of loyal shoppers; and this was never more important than in the fight for Christmas retail sales. Firefly wanted Give as you Live to punch above its weight and take a big share of voice, alongside other major gift retailers.
- Reach out to as many shoppers as possible at Christmas
- Emphasize the unique selling points of Give as you Live ahead of the Christmas retail peak
- Deepen the relationship between Give as you Live and lifestyle media
- Increase engagement with current shoppers and non-shoppers
Firefly developed a comprehensive Christmas PR plan, including two sets of press briefings at IPC Media and Hearst: two of the biggest publishing houses in the UK and home to the likes of Good Housekeeping, Men’s Health and Woman’s Own.
Firefly organised the first set of briefings of July and the second for October, giving the Give as you Live team the opportunity to cultivate key contacts and maximise coverage opportunities in both monthly and short-lead media.
Press briefing rooms were hired, key journalists were invited and informative collateral was produced, including press packs, pull-up banners and an early Christmas treat for attendees.
Firefly trailed both events with journalists in advance, producing and distributing bespoke invites. In order to build on the credibility established by the previous year’s press briefings, Firefly layered all event outreach with information on Give as you Live’s price comparison enhancement, as well as updates on new partner retailers and money raised. This allowed Give as you Live to be presented as a brand with momentum, constantly improving its offering and reacting to the needs of consumers.
In total, Firefly’s Christmas press briefings attracted 83 journalists across 38 publications, a 93% increase when compared to 2012’s event. This tangible growth in media interest demonstrates the value of cultivating key contacts, as well as building a brand narrative infused with momentum. Our upward trajectory was equally obvious from a coverage perspective, with Firefly securing 50 pieces of top tier on-line and off-line lifestyle coverage, a huge boost in the busy pre-Christmas shopping period.
Firefly secured coverage with a total reach of over 11 million readers, in publications including Good Housekeeping, Woman’s Weekly and Cosmopolitan. This represented a significant step up from 2012, when 50% of coverage results were in blogs. Crucially, the readers of these well-known titles are engaged, loyal and ideally placed to act as powerful brand ambassadors for Give as you Live.
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