Great Christmas press coverage plays a crucial role in a brand’s long-term PR strategy. A well-placed product mention or a positive review from a respected journalist or influencer can significantly elevate a brand’s profile, increase brand awareness, drive sales, and differentiate it from competitors. This case study explores how we worked with The Little Botanical (TLB) on their Christmas campaign, showcasing our strategic approach and the results achieved.
Targeting Gift Guides
To maximise TLB’s visibility, we took a proactive approach by finalising the Christmas press release by July. This allowed us to target long-lead publications that were already compiling features and gift guides for the festive season. We ensured high-quality, high-resolution imagery was readily available, showcasing both pack shots and lifestyle images to bring TLB’s Christmas collection to life. Additionally, we confirmed stockist details and prices for the collection well in advance. By considering different gift guide categories, themes, and trends, we pitched a range of products that aligned with the preferences of various press outlets. We tailored our product offerings to suit the target audience of each publication, ranging from high-end luxury magazines to niche gardening and interior titles.
The Christmas Range
Recognising the value of TLB’s new personalisation service, we positioned it as an ideal, meaningful, and unique Christmas gift idea. We curated a range of gifts with different price points, ensuring journalists had a variety of options to feature based on different budget categories. Leveraging TLB’s diverse plant range, we identified the best gifts for different people, catering to a wide range of gifting needs and requirements.
We closely monitored consumer trends to inform our PR strategy. Recognising the cost-of-living crisis and consumers’ increasing consciousness of spending habits, we identified an opportunity to feature price-sensitive gifting ideas that could help stretch Christmas gifting budgets further. Furthermore, we highlighted TLB’s brand story within the Christmas offerings, emphasising what sets the brand apart and building trust and engagement with the audience.
Thorough research was conducted to identify the relevant journalists and publications covering Christmas. We noted specific deadlines and any themes, categories and price points for their Christmas pages. Our approach included personalised follow-ups to ensure press had all the necessary information in a timely manner, maximising the chances of securing coverage and building on media relationships for the brand.
Recognising the significance of online platforms for Christmas PR opportunities, we developed a comprehensive digital strategy. We targeted online features and gift guides throughout November and December, taking advantage of the fact that approximately 70% of gift guide opportunities are online. This approach allowed us to leverage last-minute opportunities leading up to the festive season.
As influencers play a vital role in shaping consumer opinions, we incorporated influencer engagement into our Christmas campaign. By partnering with relevant influencers in the home and lifestyle space, we amplified TLB’s reach and showcased their products to a wider audience, leveraging the influencers’ credibility and following.
Seasonal Feature Ideas
While Christmas was the main focus, we didn’t overlook other seasonal stories leading up to the festive season. We pitched TLB’s Christmas range to stylists working on festive-styled shoots, offering the inclusion of plants in their creative setups. Additionally, we positioned TLB’s Co-Founder, Morag Hill, as an authority in houseplant care, pitching festive-themed expert plant care tips and quotes. These covered topics such as Poinsettia and Christmas tree care, as well as alternative plant-centred Christmas decor ideas. By connecting emotionally with the audience and demonstrating TLB’s extensive knowledge and expertise, we established a strong brand presence beyond just product placement.
We also capitalised on TLB’s incredible West Sussex based nursery where they grow their own plants and looked to secure image-led features. We used our contacts with freelance photographers to capture the wonderful sea of red Poinsettias growing in the nursery. This resulted in a photo feature within The Telegraph, a powerful and engaging section of the newspaper.
Christmas Coverage Included:
Country Homes & Interiors
The Mail on Sunday
Once the Christmas coverage was filed, we made sure to think ahead and pitch short-lead January stories before the Christmas break to build on the momentum Christmas had created and nurture relationships with key press.
In January, there is often a focus on well-being, health and refreshing the home. We capitalised on this opportunity by pitching relevant plant-related ideas and features such as highlighting how plants can help beat the winter blues, as well as the top plant recommendations for darker days and colder temperatures. By aligning TLB’s offering with these January themes, we maintained the brand’s visibility and relevance beyond the festive season, ensuring continued press coverage and engagement with the audience.
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