Firefly cuts through Christmas commotion for Give as you Live

task

A significant piece in Give as you Live’s business strategy is to increase its base of loyal shoppers, and this is never more important than in the fight for Christmas retail sales. Firefly wanted Give as you Live to punch above its weight and take a big share of voice, alongside other major gift retailers. Also, Give as you Live has a major part to play in the buzz around Giving Tuesday (the day that follows Cyber Monday).

Objectives:

• Reach out to as many shoppers as possible at Christmas
• Emphasise the unique selling points of Give as you Live ahead of the Christmas retail peak
• Deepen the relationship between Give as you Live and lifestyle media
• Increase engagement with current shoppers and non-shoppers

execution

Every year since the birth of Give as you Live, Firefly has helped develop a comprehensive Christmas PR plan. Tactics have included publishing house tours with press briefings at IPC Media and Hearst (two of the biggest publishing houses in the UK and home to the likes of Good Housekeeping, Men’s Health and Woman’s Own), influencer engagement (co-creating Christmas gift guides) and media outreach using topical market research.

Firefly continually built Give as you Live’s reputation during the festive period by connecting media buzz with appetite for Give as you Live’s products and services. In order to make Give as you Live THE destination for smart and socially responsible Christmas shopping, Firefly created a plan that included researching the right talent and securing them. 

One of our chosen YouTubers was Amy Valentine, who we worked with to create a video in her own style, that weaved in messaging and information about Give as you Live that resonated with viewers.

impact

Amy produced a haul video about products she purchased using Give as you Live. The video was viewed more than 5,600 times in one week and reached self-proclaimed shop-a-holics, driving traffic to the website and increasing sign ups. Working with Amy Valentine was a resourceful and forward-thinking way to reach the younger market, who may not already have known Give as you Live

In previous years, Firefly’s Christmas press briefings attracted 83 journalists across 38 publications. This tangible growth in media interest demonstrated the value of cultivating key contacts, as well as building a brand narrative infused with momentum. The upward trajectory was equally obvious from a coverage perspective, with Firefly securing 50 pieces of top tier on-line and off-line lifestyle coverage, a huge boost in the busy pre-Christmas shopping period.