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Case study: Myleene’s Makeovers

- 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



- 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



- Trade PR  hit all online target media the day the campaign went live – Marketing Week, Marketing , Campaign, New Media Age, UTalkMarketing,, 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