Gift Guide Placements
Securing Top Tier Placements For A Candle Brand
Kindred Fires were looking for a digital PR campaign designed to drive high quality links into the website and have their products featured on publications which would drive effective traffic and conversions through to the website, as such we created a product placement campaign which was designed to not only have the products featured on high traffic/volume websites, but also nicher websites where the audience had a higher propensity to convert.
Our product placement project was designed to ensure that visibility for the brand grew specifically at key times of the year including Christmas and Black Friday – helping to drive sales across the board and showcasing candles as a great gifting option (especially due to the customisation!). As a result, we were able to garner some great placements for the brand, leading to strong referral traffic sales and an overall increase in visibility.
Our approach to this project included working closely with the brand to identify key audience segments and target market areas, this would help when we proactively outreached to publications to ensure that they were the right target market for the brand and also allowed us to identify within the range of candles what might be most appropriate for outreach.
Our approach consisted of two main angles:
- Reviewing social media / journalist resources to identify opportunities where journalists were actively looking for products to cover within gift guides or features
- Proactively creating targeted product lists and targeted media lists of key publications to outreach for upcoming gift guides (this approach required a keen eye for timing and working with a number of our existing media contacts)
Overall, we were able to use the two above approaches to drive a consistent flow of coverage for the brand and also ensure that there was visibility across the product range at the most important times of year.
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