We recently teamed up once again with world leader in wines and spirits Pernod Ricard, this time working with French aperitif brand Lillet (as seen in Netflix hit Emily in Paris) and Young’s Pubs.
During this PR campaign, our brief was to support the launch of Young’s Pubs’ summer spritz cocktail menu and giveaway of 10,000 free Lillet Rhubarb Rosé spritz for anyone who downloaded the Young’s Pubs On Tap app.
CLIENT
Objectives.
- To drive downloads of the Young’s Pubs app and participation in the Lillet Rosé Spritz giveaway.
- To generate coverage across media and socials, in London and nationally, ultimately increasing awareness of the Lillet Rosé and Young’s Pubs brands.
- To drive traction of Young’s Pubs’ new cocktail menu and drive footfall to key venues.
Strategic
approach.
Our PR campaign strategy combined targeted media outreach with influencer activations to maximise reach and engagement. We secured coverage by pitching the story to both regional and national media, while also partnering with carefully selected content creators to authentically promote the Young’s Pubs app. Their content encouraged followers to download the app and redeem a complimentary Lillet Rhubarb Rosé, supporting both brand awareness and app downloads.
Summary
of activity.
PR
- Crafted and distributed press releases.
- Developed target media and influencer lists.
- Extensively pitched the story to key national and regional media.
- Invited journalists to review the cocktails for feature opportunities.
Influencer marketing
- Carefully researched and selected three content creators, whose values, audiences and content best aligned with Young’s Pubs and Lillet brands.
- Influencer management – from outreach and communication to briefing, overseeing content delivery, and reporting.
Our Results
Across the six-week PR campaign, we generated coverage in national and regional titles including The Sun, MSN, Feast Magazine, London TV and London World. We also worked with a fabulous selection of content creators, including Big Brother star Henry Southan.
Overall, we generated over 100.37 million opportunities to be seen, from editorial coverage and content creators combined.