The challenge
Having previously partnered with The Think Tank, Jacksons Fencing approached us with ambitious objectives.
They aimed to showcase their extensive product range and industry-leading guarantees via a 10% YOY increase in reach and article placements, along with a 40% boost in national press coverage.
The solution
In order to maximise the budget’s impact, we devised a shrewd PR strategy that directly targeted these KPIs with an agile blend of consumer and B2B storytelling.
As we approached the peak season for garden improvements in the spring, we devised consumer angles leveraging seasonal hooks such as spring cleaning and then made sure to run this across the calendar. Angles included summer security, winter storm-proofing, and New Year trends.
Realising that many homeowners were busy and not necessarily practically-minded, our PR experts also offered journalists expert advice and ‘how to’ pieces. For the B2B audience, we provided social proof with a customer case studies campaign with placements across key trade media. Newsjacking was fundamental with us jumping the news agenda, providing advice and commentary around high profile sporting events and news stories. Supporting all of this activity, we secured a steady flow of thought leadership articles in key trade media publications.
The results
The campaign surpassed all KPIs. Article placements were up by more than a third reaching a total of 1.02 bn – an outstanding 182% YOY improvement.
Consumer coverage was a triumph, with features secured in The Sunday Times, The Daily Telegraph, The Daily Express, The Sunday Express, Ideal Home, and Gardens Illustrated. This contributed to a 150% boost in national press visibility. Jacksons Fencing was so impressed by these results that they increased PR spend to allow for a greater focus on consumer media.
Trade media coverage growth was similarly strong, with 40 case studies representing a remarkable 233% YOY growth. Every single piece was positively received.
Elise Maguire, Marketing Supervisor at Jacksons Fencing said:
“The Think Tank have secured a steady stream of coverage and communication…our brand messages were conveyed through unique, interesting and thought-provoking articles.
The Think Tank’s flexibility ensures that every opportunity is actioned in a timely manner. They have achieved excellent results for us this year, exceeding our yearly KPIs, in a wide range of high quality digital and traditional channels and publications.”
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