Brief
To make F&F stand out as the leader in quality and price amongst its Back To School clothing and footwear competitor brands.
Campaign
Implemented an earned and paid media programme, coupled with influencer outreach, to spread the word about the clothing and its differentiation. This started with a media partnership with key title, The Daily Express, that focussed on innovative product features such as reinforced knees of the school trousers. This was followed by broadcast coverage secured on Lorraine and This Morning which focused on the fact that the school shoes had been worn up to 100 miles, showcasing durability.
Key influencers, with children, were gifted product securing organic posts talking about the quality. This was all supported with media relations to national and key press, drawing attention to the product innovation and affordable price point.
Results
We achieved 90 pieces of coverage for the short campaign including significant broadcast, national and regional media, which resulted in a 13% increase in sales YOY.