Case Study
We are Knitters
Retainer - 3 year retainer
Objective
Media relations was a core part of the PR campaign, drawing upon We are Knitter’s growing popularity over the past 10 years.
Piccolo PR was tasked with empowering people to learn the art of sewing and to generate awareness about the quality of patterns available in the range.
The agency successfully generated mass awareness and editorial presence in an
extremely cluttered and fiercely competitive
sector – all with no advertising or influencer
marketing support.
Strategy
Using a strong mix of educational pieces, business angles, feature stories and an integrated influencer outreach campaign, Piccolo PR achieved breathtaking national coverage in Tier A media.
In precis, Piccolo PR focused on executing
the following activities:
- Publishing House Tour and creative send outs to Tier A media
- Regular face-to-face catch-ups and written communications with media.
- For more in-depth story generation, Piccolo PR interviewed Brand Founders to increase their personal profiles in Australia.
- Piccolo PR designed and hosted an intimate luncheon with Australia’s most prominent celebrities and media.
- Established on brand co-partnerships & collaborations.
Highlights
The Daily Telegraph; Herald Sun; The Courier-Mail; Peppermint Magazine; The Age, Sydney Morning Herald, Marie Claire, Woman’s Day, The New York Times and VOGUE.
Results
This enormously successful campaign achieved a cumulative reach of 25M through media and influencer relations and kicked off a long and fruitful relationship with the brand.
In the first year of the partnership, over 650 pieces of editorial were generated. Piccolo PR achieved consistent product reviews and placements in and amongst key sustainability, print, online, blogs and social influencer channels.
Piccolo PR achieved $5 Million PREV across
national and international publications.
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