When online fashion house, FashionPony wanted to make a lot of noise about their collaboration with Capital FM breakfast show presenter, Jojo, they needed to get more than just a press release in the local media.
Campaign brief:
FashionPony had teamed up with breakfast show presenter, Jojo, to create a new fashion label and they wanted to create exposure across the Yorkshire region to help celebrate the new designs and make a lot of regional noise about the collaboration.
Campaign objective:
Create awareness for the collaboration between FashionPony and JoJo; promote awareness for the new label across Yorkshire’s fashionistas and, help drive website traffic to fashionpony.co.uk.
Campaign strategy:
Produce a series of media packs, each one individually targeted to key Yorkshire regions (North Yorkshire, East Yorkshire, South Yorkshire and West Yorkshire). At the same time key media contacts were approached and invited to interview the owners of FashionPony and Jojo.
A tactical plan involving social relations was also implemented with fashionpony.co.uk offering up full product details and pictures for both customers and the media.
Campaign result:
Not all the titles pick up the piece, but he key titles, including Yorkshire Evening Post and the Yorkshire Post ran with the story, including the Yorkshire Post Saturday magazine running with a four-page feature.
