Harveys Furniture and Bensons for Beds: Being part of the conversation with a creative content-led press office
The media landscape for High Street brands and retailers is crowded and competitive. For brands to generate cut-through in traditional and digital media titles they need to deliver topical news stories, creative content and fresh ideas that pique the interest of their target and surprise existing audiences to maintain momentum.
We began working with Harveys and Bensons for Beds in October 2017, and were challenged to kickstart a change in perception by showcasing the brands’ style credentials and inspiring with partnerships and creative initiatives. And we were tasked with generating cut-through by leveragingthe expertise of the brands in a marketplace where new brands are offering exciting USPs and challenging traditional retail strategy,and making the brands relatable to the everyday consumer by increasing awareness of deals, improving visibility of range, demonstrating quality and celebrating innovation.
Our full-service press office uses a combination of product placement, creative news-jacking, content generation, corporate profiling and influencer engagement to maintain a steady flow of quality coverage in all the right places – including a meme-generating slot on This Morning, topical poll-related stories in the dailies, expert comments in interiors titles and ‘get the look’ pieces in the weekend supplements.
Keeping Harveys and Bensons front of mind, and part of the media conversation through news generation has allowed us to celebrate and grow the personalities of the brands. From establishing Bensons as a specialist in sleep wellness through commissioning the Bensons Sleep Wellness Survey and supporting the launch of an exciting Terence Conran collaboration, to opening Harveys up to a younger audience with stories hooked on key calendar dates including ‘where do you watch the World Cup’ and supporting the launch of the innovative EDIT modular furniture range, to supporting store openings and everything in between, we’ve made great strides in refreshing the brands’ perception, showcasing their great work, and driving people into store.
“We undertook a full agency review last year and chose Kazoo to partner with across the Harveys and Bensons for Beds brands. The team are a delight to work with and consistently deliver first class support across press office, creative campaigns, issues management, regional outreach, influencer engagement as well as in many other areas. They demonstrate on an ongoing basis that they truly are an extension of our internal team…” Henry Swift, Chief Customer Officer
· Combined reach of over 2 billion
· 105 pieces of brand coverage
· 139 pieces of product coverage
· 244 pieces of press office coverage in total
· CPT: £0.12