Polaroid celebrates Black Friday success

Achieving national and regional press visibility

The Challenge

Promoting seasonal brand offers

BWP was tasked by Polaroid and its UK TV retailer Asda to achieve visibility in national and regional press for an exclusive Black Friday Polaroid TV offer to ensure all units were sold.

The Solution

Precise media targeting

We carefully selected the top tech, shopping and money saving columns to send the press release to under embargo, prior to the offer going live in store. We were therefore able to secure confirmed coverage before and on Black Friday.

An amazing result

-Michelle Galt, Director of Marketing at Polaroid

The Impact

Increasing sales

The impact of this was reflected in the sales figures, as over 6,500 units were sold within a couple of days, which was a 40% sell through.

pieces of national and regional coverage
sell through
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