Cultivating Brand Stories
Cultivating Brand Stories: Some of the most effective ways to drive brand awareness and get cut through in the media includes the development of independent research, the coining of new trends, picture led stunts and timely influencer endorsement.
Sometimes, however, the simplest ideas are the most effective, as we found with Johnsons The Cleaners. A visit to a branch of the dry cleaners by the Wild Card interiors team enabled them to spot an opportunity to generate national newspaper and broadcast coverage for the brand.
A conversation with a member of staff identified an increase in the number of moth holes they were finding in clothes thanks to the mild winter. The team spotted a potential news story, and a chat with The Butterfly Conservation confirmed it.
Content was created to educate consumers on moths and how to prevent damage to clothes and textiles, supported with an expert quote from The Butterfuly Conservation. The subsequent outreach by the team led to a half page feature on page 3 of the Daily Mail, 10 media insertions in other national outlets including Telegraph online, Sun online and Vogue online, plus a 10-minute slot on BBC Radio 2’s Jeremy Vine Show featuring Johnson’s Marketing Director, Jacey Moore.
Seizing this timely opportunity created a PR campaign that drove awareness of Johnsons The Cleaners’ services while positioning them as an authority on garment and household cleaning.