INCREASE IN REACH
INCREASE IN WEB TRAFFIC
INCREASE IN FOLLOWERS ON SOCIAL MEDIA
To increase the awareness of the sixth year of M&G Investments’ title sponsorship of the RHS Chelsea Flower Show, we engaged with lifestyle press, bloggers, and Instagrammers to take the story beyond the gardening pages. We devised and managed two high impact photo opportunities; commissioning Larry Walsh Floral Design create a dress made from 1,200 real flowers to "pre-launch" the show and working with a trio of synchronised swimmers to make a splash in news pages around the world. We worked closely with Jo Thompson, the designer of The M&G Garden 2015 - The Retreat. Her blog and video diary of the build-up to RHS Chelsea on the MandGChelsea microsite provided exclusive behind-the-scenes content. Our PR campaign helped to deliver record coverage for an M&G Garden at Chelsea, generating over 395 stories (ranging from the front page of The Times though to Vogue Magazine, extensive broadcast and international features) providing a combined potential reach of more than 2.23bn. We broke new ground on digital, with shareable social content which contributed to a 20% increase in web traffic to the M&G Garden microsite with spikes relating to our campaign framework, 40% more followers on twitter and 120% more followers on Instagram − all of which helped M&G’s sponsorship further bloom.
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