With the brief of enhancing visibility of Young’s Pubs in partnership with Jameson, we delivered a six-week St Patrick’s Day PR campaign. This fun campaign centred around the giveaway of 10,000 complimentary Jameson, Ginger & Lime serves, which were redeemable via the Young’s On Tap app throughout March.
CLIENT
Objectives.
- Drive redemption of the giveaway and downloads to the Young’s ‘on tap’ app.
- Generate coverage and awareness via online media platforms across London.
Strategic
approach.
We launched a short but impactful PR campaign, which focused on getting the story featured in key national and regional media. We also supported engagement, awareness and downloads of the Young’s Pubs app by placing carefully selected paid influencers. Content encouraged followers to download the app and redeem a complimentary Jameson, Ginger & Lime serve.
Summary
of activity.
PR:
- Developed and refined PR messaging.
- Built targeted media lists (primarily London & national consumer titles).
- Produced and distributed a press release to key media.
- Six weeks’ press office: media pitching and follow-ups.
Influencer marketing:
- Designed an influencer strategy and shortlisted relevant creators.
- Placed gifted and paid creators throughout March.
Our Results
During this six-week PR campaign, we generated coverage in national and regional titles, including The Sun, The Handbook, Metro, Verge, and Secret London. We also worked with a selection of content creators, with a combined following of 177k. Overall, we generated over 112.27 million opportunities to be seen, from editorial coverage and content creators combined.