Black Friday is one of the busiest dates in the retail calendar, and it offered a real time to shine for Clarity client PCA Predict (a GBG company). However it’s also one of the most saturated with many companies competing to be heard. It was our challenge, therefore, to cut through the noise and gain media exposure for PCA Predict in a very competitive space.
To ensure we made the most of the opportunity, the Clarity team planned, developed and executed a two week mini campaign which resulted in 56 pieces of print and online coverage (and counting!) and 17 broadcast clips. Here’s an overview of the campaign.
Ecommerce experts PCA Predict work with a range of international businesses to improve user experience, increase online conversions and provide excellent data quality.
In the run up to Black Friday, the Clarity team curated media lists targeting national, trade and broadcast media outlets, and reached out to journalists and planners to let them know what insight PCA Predict were able to offer on the day. We identified that the real time data around UK ecommerce volumes that PCA Predict is able to source from its tracking tool, Ecommerce Trends, was a key differentiator in the eyes of the press.
On Black Friday itself, we invited the PCA Predict team to the Clarity London offices, where we created a newsroom. Having the client on hand for speedy approvals and broadcast opportunities was essential. It was all hands on deck throughout the day as the team inputted the latest data into press releases and distributed them out to the media at regular intervals. Between pitch follow ups, handling inbound enquiries and travelling across London for broadcast interviews, we achieved some fantastic results, including the BBC, Guardian and Bloomberg. In fact we were covered by all the media outlets in the image and in some instances (The Guardian, BBC, City AM Mail Online) multiple times in the period.
Overall we achieved 98 pieces of coverage (79 print/online and 19 broadcast) and we were still hitting the front pages of newspapers up to four days after Black Friday.
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