B2C • CHRISTMAS, TALENT PARTNERSHIP
CEWE
Making Christmas memorable
MISSION:
What do novelty gifts, household mops and socks all have in common? They were all named among the worst presents to be found under UK Christmas trees, as part of our exclusive consumer survey for CEWE, Europe’s leading photo printing company.
Our “Make It Memorable with CEWE” brand awareness campaign aimed to position the brand as the premier choice for personalised photo gifts by leveraging new research on the UK’s best and worst Christmas presents.
An exclusive partnership with Eastenders actress Lacey Turner brought the creative campaign to life across PR, social media and CEWE’s owned channels, helping to build brand awareness, drive website traffic and sales, and secure positive press coverage throughout the all-important festive season.
Approach:
Partnering with TV actress Lacey Turner provided us with the perfect opportunity to generate press coverage, by highlighting the emotional value and meaningfulness of personalised gifts at Christmas. This was achieved by delivering engaging interview content, exclusive survey statistics and a social media takeover.
To support our commissioned research, which revealed the best and worst presents to receive at Christmas, we set up a broadcast day with Lacey to highlight some of our key research findings and authentically share CEWE’s core brand messages during the lead up to the festive period.
During a jam-packed day of interviews with key broadcast outlets, Lacey shared the importance of giving meaningful gifts to your loved ones at Christmas, and how CEWE offers a product range of personalised photo gifts for the whole family.
HIGHLIGHTS:
The “Make it Memorable with CEWE” campaign was designed to uncover what people really value when it comes to Christmas gifting, with fun statistics and eye-opening insights that would create a festive buzz with media and increase visibility of CEWE.
Our partnership with Lacey Turner amplified the activity even further, with a busy broadcast day and impactful brand building activity, which helped to secure high-quality press coverage in both national and regional publications, including The Sun, The Mirror, OK! Magazine, BBC Radio and more.
In total, the campaign secured 94 pieces of editorial coverage, including 18 broadcast pieces, with a total reach of over 448m. Highlighting how UK consumers value thoughtfulness and sentiment at Christmas, the multi-channel PR campaign positioned CEWE as the go-to brand for personalised gifts made with love.
