Sourcing Christmas coverage
Driving the desire to purchase
Creating a media presence
BWP was tasked with creating a media presence in the UK for Source Lifestyle, to generate brand awareness and help drive the desire to purchase both in-store and online for the Christmas period.
Positioning the brand
BWP targeted key titles across lifestyle, interiors and fashion media, positioning Source Lifestyle as the ultimate gift emporium for the primary target audience of women aged 18-34. BWP targeted Christmas gift guide coverage over a 4-month period, beginning in September. Long-lead titles had closed their gift guides, so medium to short lead print and online titles became the primary focus.
BWP exceeded the target of 12 pieces of coverage, delivering 36 pieces, including highlights in Mail Online and Daily Mail, which drove a sales spike for the featured product.