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Landing earned media that packs a punch with i heart Wines

COVID-19 put the brakes on so many celebrations from postponed weddings and landmark birthdays to special anniversaries and baby showers – and that was only a few of the occasions the team at Speed missed out on! So with this in mind, we put on our PR hats to see if there was an opportunity for one of our clients to save the day and build some extra brand love by offering someone an extra special virtual celebration.

This was the perfect opportunity for fun-loving, great-tasting wine brand, i heart Wines to launch a campaign and national search for a lucky bride-to-be the chance to win the ultimate virtual hen party.

Securing an exclusive with the Daily Star Sunday, we launched a competition inviting hens or their nearest and dearest to enter to win the ultimate virtual hen do worth £2,500.

The winner, Bijal, NHS theatre worker and lucky bride-to-be enjoyed a night with friends, wine, fancy dress and even a cheeky dance from model and professional dancer Flash Jordan, who has previously starred in Magic Mike!

The campaign supported the i heart Wines range and delivered a big brand impact moment, dialing up ‘good, simple, fun’ – the brand’s key messaging. The opportunity resulted in over 150 competition entries and three pieces of branded coverage in the Daily Star Sunday, including a double page spread, with a total reach of over 18 million readers. Social posts were also shared by Flash Jordan and i heart Wines reaching over 8,000 users, building excitement for the competition and hen party.

Securing an exclusive with a national media partner delivers impactful coverage and depth of messaging so can really boost brand awareness. But, it’s a lot easier said than done! In a competitive space, how do you land an earned piece of coverage that packs a punch?

Building Relationships

Exclusives can be achieved far more easily if there’s already a good relationship between you and the journalist. If they understand the brand, and respect the information you share, there will be more chance of securing the media partnership.

When planning an exclusive, think about which contacts you’re outreaching to and also factor in how you’re helping them with your great idea!

Understanding Audiences

It’s important to decide which publication you want to partner with right at the beginning of planning. This will then give you time to tailor your campaign specifically to the publication with their audience in mind.

This fun and light-hearted competition was perfect for The Daily Star’s readers and fitted nicely into the publications style. Be sure to check that the audience is key for your brand as well.

Offer an ROI

Of course, media partnerships are great for delivering big brand impact moments but think about how this also benefits the publication.

This competition allowed The Daily Star to share a great prize with its readers, showing generosity at the cost of nothing for the publication.

What can you offer?

When pitching your idea to a journalist, be sure flaunt everything you can offer. Competition prize, imagery, social sharing, engaging content.

The more you can offer, the more you entice the media partnership!  

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