Carswell Gould was tasked with using its press and PR expertise to improve the understanding of the Rinkit.com brand, inspire its audiences with key brand messaging and position the retailer as first choice for good value, great quality homeware.
We achieved this through profiling Rinkit within the press through seasonal promotions, news, features, blogs and product-focussed press releases. This resulted in a large increase in online interactions through social media, growth in direct traffic to the company’s website and wide-ranging, outstanding editorial coverage in national newspapers, national homeware and glossy magazines, regional titles and key influencer channels.
The impressive coverage results in just a few months, included:
- The Metro
- The Times
- Take A Break Magazine
- Closer Magazine
- Your Home Magazine
- Daily Record
- Female First
- 17 pieces of syndicated coverage in regional press in just one day
Total PR Reach: 6,260,128
Total AVE (Advertising Value Equivalent): £360,842.07
Total pieces of coverage: 224
Total social growth reach: 116,889
There was also regular exposure in regional titles across Sussex and the South, as well as business titles and student publications.
Carswell Gould also worked with a variety of bloggers across the UK to shout about the Rinkit brand. A particular highlight included running a competition to win a Rinkit picnic hamper on lifestyle blog, A Cornish Mum, which received 10,275 entries alone. Working with high-profile lifestyle bloggers was a fantastic way of getting Rinkit in front of its key audience of mums and female young professionals, as well as getting people talking and sharing on social media.
Building a marketing department from scratch and gaining director approval for PR and content tactics can be a challenge, especially as every penny of our marketing budget must show a quick return on investment. Carswell Gould helped us identify core elements of our content strategy through an exploration workshop, and we discovered our editorial pillars, customer personas and agreed on key metrics for success. Since commencing our content strategy, we quickly created new partnerships with bloggers and social influencers in our industry, and every month we identify new online opportunities, while securing local press coverage that supports our goals of increasing brand awareness and connecting with new customers.
The partnership between our organisations has helped Rinkit.com achieve outstanding results in a very short period. For small to medium-sizes businesses who are nervous about weaving PR and influencer outreach programmes into their marketing strategy, I would highly recommend working with Carswell Gould who is a key partner in our growth programme.”
Chris Perry, Website and Marketing Manager, Rinkit