How Firefly cuts through Christmas commotion for Give as you Live
Give as you Live helps you to support your favourite causes just by shopping online.
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 wants 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).
- Reach out to as many shoppers as possible at Christmas
- Emphasize 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
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. This year’s focus will be on influencers, research, and new reporters.
Firefly continually builds 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. This year, Give as you Live will be pushing both the way to support charity through the website as well as its new in-store card. Grocery cards are part of the offering from Give as you Live and with most Brits spending hundreds on Christmas lunch, thousands could be raised for UK charities at no extra cost. Firefly will be promoting the cards alongside marketing research which reveals our grocery shopping habits at Christmas time.
Firefly will also look to hijack Black Friday, Cyber Monday and Giving Tuesday and maximise awareness during these peak retail dates.
In previous years, Firefly’s Christmas press briefings attracted 83 journalists across 38 publications. This tangible growth in media interest demonstrates the value of cultivating key contacts, as well as building a brand narrative infused with momentum. Our 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.
This year, Firefly will be making a splash with Give as you Live’s grocery cards so watch this space!
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