THE WORKS
Product PR: Eastenders Monopoly LaunCH
Background
The Works had launched its ‘Eastenders Monopoly’ game just in time for Christmas, and wanted to let the world know about its exclusive collaboration product.
Client Challenge
Essentially, The Works wanted to boost sales of its new and exclusive product, Eastenders Monopoly.
During the saturated festive period, getting cut through to promote a product via PR is difficult. With every brand on the market competing for valuable PR placements, we needed to be strategic and smart to cut through the noise and secure relevant and worthwhile brand mentions and links back to the product onsite.
“Tribera are a multifaceted agency offering digital services, creative design and a strong PR function so they have the ability to develop projects to their max using analytics and real time consumer insight. I worked with them predominately on increasing brand awareness and consumer perception through PR and utilised their creative services to enhance the customer journey and embark on a rebrand project. The team are agile, responsive and extremely fun to work with, going above and beyond to deliver tangible results. It was great to see them grow exponentially over the last 12 months and I wouldn’t hesitate to recommend them.”
Client Challenge
Essentially, The Works wanted to boost sales of its new and exclusive product, Eastenders Monopoly.
During the saturated festive period, getting cut through to promote a product via PR is difficult. With every brand on the market competing for valuable PR placements, we needed to be strategic and smart to cut through the noise and secure relevant and worthwhile brand mentions and links back to the product onsite.
Agency Solution
To help launch the new limited edition ‘Eastenders’ Monopoly board game, we highlighted a huge increase in searches surrounding ‘board games’ as we approached the festive season. Using this seo-driven technique, we piggybacked on this trend, positioning Eastenders Monopoly as the board game of the festive season in high-DA titles that the target audiences frequented. We adapted outreach to suit each title, and even engaged with Eastenders stars on social channels for extra reach potential.
Initial results
- 201 pieces of digital and print coverage – also featured in over 10 top tier national titles
- 6m people engaged with social content. We even had a mention on social from Natalie Cassidy (Sonia from Eastenders) because she was chuffed her trumpet was one of the game pieces
- £50k sales generated via our activity – The Works' best Christmas ever
- 493.5m+ total reach
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