Dancewear Central: Ballerina and Flamingos

We were tasked with the job of increasing Dancewear Central’s brand awareness. We decided the best way of doing this would be to

  • Reach international relevant media and:
  • Achieve top-tier, authoritative and editorially valid links.

Method

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.


Results

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.


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