Positioning CEWE as the perfect personalised gifting retailer
CEWE is Europe’s leading photo printing company and the perfect outlet for personalised photo gifts that celebrate treasured memories – including photobooks, wall art and much more.
As part of our seasonal activity for our long-standing consumer client, we were briefed to drive awareness of CEWE’s Christmas gifting range and prompt purchases during a crucial sales period.
Create:
Christmas is a busy time of year, with lots of retail businesses dominating the market. As such, we knew our activity had to stand out to cut through the noise.
With this in mind, we split our activity into three key areas, all with the objective of driving awareness of CEWE’s Christmas gifting range and web traffic to prompt sales. The areas were:
- Press office: securing product placement in key national, lifestyle and regional titles
- Influencers: working with six influencers to create quality content
- TV advertisement: creating a customer focused TV advert that was aired across UK commercial channels over the Christmas period
Engage:
For our press office activity, we started by conducting a media audit to identify relevant and quality opportunities within our target media. This was followed by drafting features and outreaching to key journalists to secure product placement.
As a result, CEWE was featured in multiple tier one titles including the Evening Standard, Lorraine, Cosmopolitan, Metro and the Daily Mirror, all contributing to build more online authority and reputation from the brand.
The aim of our influencer activity was to showcase the range of personalised and unique products that CEWE have on offer and how they make the perfect gift for Christmas. It was important that the content we created was ‘authentic’ which is why we worked with two influencers we have an established relationship with, (@BethSandland, @PostcardsbyHannah) and four influencers we recently met at an industry event who showed a genuine interest in the brand (@Theshaddicksisters, @YasminJohal, @RubyCastily, @ourdaycationlife).
The influencers created a range of content, including engaging video, Instagram stories and blog posts, that all supported the campaign messaging and positioned CEWE as the perfect outlet for personalised Christmas gifting.
Our TV advert saw us work with CEWE’s European guidelines, to create a compelling video content using a real CEWE customer to present our campaign messaging in an authentic way.
Convert:
Our multi-channel creative and targeted retail PR approach achieved the following results –
- 46 pieces of coverage, including 7 nationals and one broadcast
- Surge in traffic to the CEWE website
- 1.9K CEWE website links/sticker taps
- An average engagement rate of 30.2% – significantly higher than industry benchmarks
