We were tasked with the job of increasing Dancewear Central’s brand awareness. We decided the best way of doing this would be to
We knew the only way to achieve the campaign’s objectives would be to create a well-thought out and waterproof strategy. The team spent time looking at social media platforms and relevant publications to gauge current trends.
We knew the core goal was to ensure that the idea was linked to ballet, Dancewear Central’s main focus.
We wanted the content to go viral and be shared globally – and the best way of ensuring this was to create something ‘without words’
We made sure to do a ‘pre-event check’ – do background work before the creation of the piece, by contacting relevant journalists covering similar content to find out what they were looking for their publications.
The piece generated over 250 pieces of coverage including over 20 links from UK publications and relevant sites. The UK coverage alone had 2.53 million coverage views and 8,140 social shares.
It was shared across media in Germany, France, Spain, America, Canada, Australia, the Czech Republic, Poland and China.
You can see some of the coverage here.
To find out how we can help you, contact our team today.
Journalists are inundated with pitches and press releases, the majority of which will be moved straight to their trash without a second’s thought. So how do you nail your subject line so your pitch isn’t immediately disregarded?
There can be a variety of reasons for a website to exist, whether that’s because you’re selling a product, service or providing information. There has to be a purpose and focus in how you get that information across so that, first of all, users find your website and secondly, they convert.
At some point during your career in an agency, you’ll find yourself pitching to a client. And it doesn’t stop there – from pitching and presenting a campaign strategy there’s a phone call & face-to-face meeting, and eventually reporting.