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Case study: Myleene’s Makeovers

Challenge
- Announce the launch of a new online M&S TV show starring Myleene Klass through trade press. ‘Myleene’s Makeovers’ tackle common shopping problems in 10-minute programmes, and is part of M&S’s strategy to build more personal relationshipswith customers

 

- Raise the profile of Adjust Your Set, the online video specialists who created ‘Myleene’s Makeovers’ and M&S TV, working alongside the M&S press office

 

Solution

- Created a media list and media plan to reach all target media on the day of launch with key messages to optimise coverage

 

- Dovetailed with M&S’s PR activity and worked to include M&S messaging

 

- Liaised with M&S publicity to agree media targets, messaging and timings

 

Results

- Trade PR  hit all online target media the day the campaign went live – Marketing Week, Marketing , Campaign, New Media Age, UTalkMarketing, Mad.co.uk, Contagious and Brand Republic

 

- Despite the story breaking the Friday before, the following week saw print coverage in Marketing, New Media Age and Campaign, which is very unusual

 

- The story was featured in almost all trade newsletters, including Digital PM bulletin, Marketing Week Bulletin and NMA Daily bulletin

 

- The combined circulation figures meant the story reached 1,421,082 million readers

 

- Every piece of coverage mentioned Adjust Your Set and quoted the CEO