May: the month of two brand PR launches

May: the month of two brand PR launches

Fiona Hughes

Fiona Hughes

In the last month, Firefly has launched an entirely new share-buying platform, InvestingZone; and France’s number one social network for pets (social petwork), Yummypets into the UK.

Two very different brand propositions!  But what united the client briefs, is the importance of PR in the brand launch stage.  In each case, effective public relations was identified as crucial in both driving awareness and credibility, and indeed business results in the form of sign-ups. The Firefly team has been working on the launch campaigns throughout the last few months; with, in each case, PR results timed to hit in the last two weeks. Here’s a little more about what we did…

InvestingZone is a brand new internet platform, to open up investment opportunities in unlisted companies.  The brand is right at the front of the evolving investment market, and wants to appeal to the next generation of investors.

The Firefly team was appointed to handle InvestingZone’s UK launch and ongoing PR communications programme, by Co-Founder Jean Miller – who came to the team for an integrated communications platform.

For the soft launch of InvestingZone, the Firefly team has set-up and created the content calendar for InvestingZone’s Twitter feed.  We have also crafted and led digital marketing campaigns with The Motley Fool and FT Investors Chronicle.

This week, PR coverage went live.  The Firefly team secured a launch exclusive in The Telegraph, followed up by Real Business; both carefully targeted for the quantity and quality of their readers.  On Monday, the team will rack up its next coverage hit; with an international broadcast interview briefed, booked and ready to roll…

The Yummypets team had a hard act to follow: Firefly was briefed to launch Yummypets into the UK, following phenomenal success in France – its home market…  Yummypets is only a year old (or seven in cat/dog years) in France; and currently has over 150,000 members, with 500 new pets joining every day and more than 600 brands and organisations interacting on the site. Yummypets founders Matt and Mat came to Firefly, looking for an agency that could help them globalise their social petwork concept.

Firefly announced the launch on on Thursday 23rd May, with a launch exclusive from Editor and cat-lover, Nate Lanxon.  Blanket coverage appeared the following day, in heavy-hitting consumer publications including Stylist and Huffington Post.  After the weekend, the print exclusive broke in targeted national publication The Independent, along with accompanying online coverage.

Firefly is results-driven, and focussed not only on coverage results – but on tangible results to our client’s business.  Our Yummypets clients have reported increased site traffic and increased pet sign-up, on each day of phase I of the launch.

With phase II of the launch kicking in, in the middle of June, Firefly continues to build a nation of pet-lovers on a site that is tried-and-tested and loved by French pet-lovers.

You can find Fiona on Twitter and LinkedIn; her cat is on Yummypets.

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