This was a two pronged approach as we firstly targeted key journalists in the retail sector to announce the campaign “Spray a little happiness” to the trade.
Secondly, we targeted the consumer press to secure links in product placement pieces across national and regional media, as well as built relationships with high profile fashion and beauty bloggers to drive reviews and links direct to product pages.
Our Christmas campaign started in the summer, with the iconic Christmas in July media push. It was further built via Alesha Dixon who launched new perfume at the Oxford Street store in London. We supported this by inviting national journalists and photographers and secured interviews to further amplify the coverage.