Launching a new brand is a challenging prospect. You’ve found your USP but how can you gain exposure in a crowded marketplace and ensure cut-through, or more importantly sales?
Hiring an agency early on in the process ensures you have a team to guide you through the launch phase, acting as a sounding board for ideas and ensuring your brand and strategy will work across all platforms. What’s more you can tap into the renowned little black book that any good PR has. Our years of experience in interiors have armed us with an extensive network of contacts – interior designers, retail space managers, visual merchandisers, photographers, stylists – we know our industry. As such we are able to make important introductions when they’re most needed – when you are getting your brand off the ground. In mid 2014, Wild Card was tasked with just that – launching the new designer sofa brand Arlo & Jacob.
We were conscious that the sofas market is already saturated, but were confident that Arlo & Jacob’s points of difference could be leveraged to achieve great PR results.
We have adopted a three-pronged approach; firstly, establishing a strong brand tone of voice, a targeted press teaser campaign and growing a social media community.
Determining a strong personality and tone of voice is the foundation of any brand. This is how you consistently convey your key messages to consumers and press alike. It also underpins all aspects of social content creation and how you interact and engage fans whilst always staying true to brand values.
Building a social presence is a core focus, particularly with Arlo & Jacob being an ecommerce brand. Our approach is to establish Arlo & Jacob as a curator of interesting and inspiring content. From engaging high profile influencers to contribute guest posts for the blog to celebrating the people and stories behind the brand, Arlo & Jacob goes beyond the realms of ecommerce to become a lifestyle destination that people want to visit to consume content.
At the heart of our strategy is a targeted outreach to press, identifying key titles we know Arlo & Jacob customers are reading and making sure the brand appears. This goes beyond traditional placement on product shopping pages to crafting bespoke loans so readers can truly envisage an Arlo & Jacob piece in their own home.
Our proudest moment to date? Watching Nick Wasey, Arlo & Jacob’s MD, introduce the brand to press and VIPs at the Arlo & Jacob launch party at the brand showroom last week. Or maybe its all the sales achieved before the showroom and website launched; they were all purely down to our PR and social media activities. Watching Arlo & Jacob come to life after many months of hard work behind the scenes, we know the fun has only just begun…