WORKING WITH INFLUENCERS 2018
Whilst working with discount health and beauty retailer Savers, ZPR identified the growing popularity of cleaning influencer @MrsHinchHome. In addition to drafting a news story about Mrs Hinch which appeared on MailOnline and BBC Radio 4 You & Your, ZPR also arranged for Mrs Hinch to visit a new store in her area which drove a huge increase in social media following and interaction, as well as sales
Increase in followers in just one day.
Increase in Instagram impressions
Sold more than triple the first day sales in one hour
JD Williams Midster Live 2018
Z PR staged JD Williams Midster Live AW18 – a celebration of fashion for women aged 45 and above, featuring a diverse cast of women all aged 45 and over! Ahead of fashion week, Z PR conducted research on behalf of JD Williams which revealed women’s attitudes towards shopping on the high street, something which we then took to the streets to protest ahead of Midster Live – a show stopping event for media and influencers to empower the 45-60 year old woman.
Coverage led with a front page feature in The i with a double page spread inside, a full page spread with the Telegraph, a feature in The Sunday Express and a double page spread in Closer magazine. Alongside wide spread social coverage.
Pieces of coverage
Average Domain Authority
Combined social likes
FOODIE TRENDS 2018
The sixth Waitrose & Partners Food & Drink Report launched in 2018 and ZPR was challenged to exceed coverage in previous years. Pitched exclusively to the national Consumer Affair journalists, the report landed blanket coverage across the national news pages as well as across TV and radio shows. ZPR also achieved record attendance at the launch party where journalists and influencers across food, lifestyle and news dined on vegan canapés and Mezcal cocktails.
Pieces of coverage
Increase in coverage compared to 2017
The Little Vegan Pop Up by Superdrug
To shout about Superdrug’s beauty and own brand credentials including vegan and cruelty free, ZPR proposed launching an innovative pop up to communicate the brands USPs and key messages. ZPR found the venue and worked collaboratively with the Superdrug internal retail team to open the store showcasing the brand’s 1,000 own brand vegan products. The launch plan included a press review for celebrities, media and influencers, and further press events and meetings. The business recouped the cost of the project through sales, and the success of the project saw the initial three month pop-up lease extended.
Pieces of coverage
Increase in searches for ‘vegan’ on Superdrug.com
FESTIVE FOOD & DRINK
This Christmas saw ZPR drive strong news, feature and product coverage for the eighth consecutive year. 2018 was Waitrose & Partners strongest year to date for PR coverage as we led the way with news coverage and achieved a record year in securing features to promote the fantastic work of Waitrose & Partners’ suppliers and experts.
With strong competition from competitors for product taste tests, Waitrose & Partners came first as ZPR promoted all things vegan and Heston
Average Domain Authority
Increase in taste test wins
It’s all about the shimmer…
2017 was all about the Prosecco Shimmer at Lakeland as ZPR was challenged to champion its hero product for the year.
We kicked off the launch with a product review on GHK, the shimmer then went viral across social media and in press. The Times then reported on the social buzz ahead of Christmas.
From creative send outs to press, a Shimmer party and sales news releases, the product flew off the shelves as the nation celebrated Christmas 2017 in shimmer!
Sales uplift following coverage
Pieces of coverage
Created a Wedding Service
The Perfume Shop boasts the largest number of trained perfume experts in Europe. To focus on these expertise we proposed launching a ‘Wedding Consultation Service’, something new to the high street.
Timed to tie in with the Royal Wedding, a programme of activity was created which included a photocall with Prince Harry and Meghan Markle look-a-likes, news stories, interviews with in store experts and media visits.
Visits in the first month
ROI on sales vs activity spend in the first month
Campaigning at Superdrug
ZPR created a campaign for Superdrug to
lobby around VAT on sanitary protection. To
launch the campaign we created a number of
creative assets to get the media and public
talking including video content (750k+
views), MP liaison, an infographic, ‘luxury’
750k+ Video views
43 Editorial pieces
+8% Sales increase on OB San Pro
Launching Fifty Plus Fashion Week
ZPR kicked off LFW, Feb 2016, with the first ever Fifty Plus Fashion Week show in partnership with the London College of Fashion. ZPR secured Marie Helvin and the world’s oldest working supermodel Daphne Selfe. A YouGov report on ‘Fashion and Body Image’ among 50+ women secured nationwide coverage.
38 Pieces of national and online coverage
1,443 Live streaming views
654k Twitter accounts reached
100m Circulation of guests at press show
Causing a stir at London Fashion Week
We organised a protest, #GrowUpLFW, to campaign against age discrimination on catwalks at LFW. The average age of models at LFW is 17, our five models were over 45, including former models Jilly Johnson (63) and Janie Felstead (65), and called for a wider use of older models on the runway. Coverage hits included The Telegraph, Daily Mail, The Pool, Huffington Post and London Evening Standard.
257 Pieces of coverage
327k Instagram/Twitter accounts reached
Anniversary Cake hat debuts at Ascot 90 years of the Queen & 90 years of Coral
We commissioned Royal baker Fiona Cairns to design a hat made from cake for bookmakers Coral to celebrate one of the most popular bets made at Royal Ascot – the colour of the Queen’s hat. We achieved widespread national coverage including three hits on the world’s biggest newspaper website and coverage in the Evening Standard.
13 National news pieces
3 Lead stories Mail Online
5 x ROI
INFLUENCER ACTIVATION 2017
ZPR were briefed to create a six month strategy to support Style Freedom at Superdrug which included a social strategy working with key influencer, Rosie Fortescue. Customers were invited to meet Rosie in store to bring the event to life with hair demo’s showcasing how to get Rosie’s look using Style Freedom products. This was also supported by sponsored posts on Rosie’s Instagram channel.
New Followers to @StyleFreedom
Increase in activity
Ranking on Superdrug’s
Twitter during activity
Car Seat Confusion
With new legislation on child car seats coming into force in March 2017, many parents were left confused about what they should be using. We positioned Halfords as the helpful expert.
We used a broadcast day to promote better understanding of the new rules and reinforce Halfords’ leadership and expertise. We worked with a Halfords car seat expert and consumer affairs journalist Harry Wallop for a day of interviews to talk about the confusion and demystify the law.
Coverage included interviews with Talk Radio, Sky News Radio (syndicate), Wireless Group North West (syndicate) BBC Solent , BBC Norfolk and print coverage landed in The Independent and The Express.
182 minutes of audi
155 radio stations
42 million audience reach
ZPR created the #LoveRacing campaign for bookmakers Coral, working with Love Island’s Chris Hughes and Olivia Attwood. We turned Chris into a jockey under the tutelage of legendary trainer Jonjo O’Neill. He undertook months of training which was turned into a video diary posted across his social channels and national media. Chris and Olivia’s passion for horses and racing also made them obvious choices to become Coral Ambassadors for the racing season where they represented Coral across media and social channels at the big season including Cheltenham, Epsom and Royal Ascot.
15: 1 Return on Investment
1 Hour of Broadcast on ITV Racing
36m Total Social Reach
132 Social Posts
230 Pieces of Media Coverage
2,847m Media Reach
ZPR manages social channels for Knight & Wilson’s two hair brands Colour Freedom and Style Freedom, encompassing Instagram, Twitter and Facebook, curating a blend of original brand content, weekly competitions, still life imagery and customer posts to drive engagement and brand recognition. The focus is on driving organic growth
YOY increase in Twitter followers
YOY increase in Facebook fans
YOY increase in Instagram fans
INFLUENCER ACTIVATION 2018
To drive brand awareness and visits to the B. microsite, ZPR did meet and greet activity with key social influencer Habiba Da Silva (816K Instagram followers).
Customers were invited to meet Habiba in her local store in Birmingham and were given the chance to a B. Makeup bundle. Habiba also created a top 5 edit for the B. microsite allowing her followers to buy her edit directly from the site channel.
Following the meet and greet, Habiba has posted on Instagram and Snapchat her love for B. Skincare including new launch B. Calm Camomile Facial Spritz which lead to an increase in sales.
Click to her edit on Superdrug website
Followers attended the meet and greet
Increase in WOW sales on B. Skincare Camomile Spritz
Love Island Mums wear JD Williams Swimwear
Love Island 2018 had viewers, celebrities and body positivity advocates alike voicing their disapproval at the toned, tanned and often unrealistic figures of the contestants who have been in the villa this summer.
As such, online retailer JD Williams teamed up the mums of three previous Love Island contestants to reveal a more realistic and age inclusive Love Island look! The shots landed with online publications around the time of the final and the images were shared across social by each of the mum’s respective children which resulted in strong social results.
Pieces of coverage
Combined social reach
Combined social likes
Creating a buzz for consumer events
We helped Kirstie Allsopp and her team bring two three day craft and lifestyle events to craft lovers. We landed three front covers as well as multiple national news and feature coverage hits, a spread of competitions, a blogger engagement programme and Kirstie appeared on ITV This Morning and BBC Radio 2.
3 Front covers
123 Pieces of Coverage
17 x ROI
Championing Diversity on the High street
ZPR launched #ShadesOfBeauty campaign in 2016 to drive messaging of inclusivity and driving ownership of the debate around accessible beauty for women of colour. With June Sarpong as the voice of the campaign, ZPR worked with Superdrug to launch a microsite, introduce a number of products specifically catering to women of colour as well as helped create content catering to this audience on SuperdrugLoves platforms.
Retailer for afro and Asian haircare on the high street
Afro haircare sales increase driven by campaign
Increase in darker foundations since
Increase in number of stores with afro and Asian haircare section
“ZPR are a retail focused PR agency who bring fresh thinking, objective challenge and are passionate about delivery. We have made great strides each year over the past 8 years and would thoroughly recommend Zaria and her team. Within Private equity PR is often challenged, ZPR now do both our local and national PR – further proof of their delivery.”
“ZPR is an integral part of our marketing team. As well as looking after the nuts and bolts of our day to day reputation management, we can rely on them to maximise our marketing plan, create excitement on our behalf with the media, and they have played a key role in our brand evolution journey.”
“ZPR bring sparkle, energy and great results to everything they do. We love having them as part of our team. Their combination of wise counsel, creativity, expertise and positive attitude is very special – and hugely valuable.”
“The combination of great media relationships and insight in to consumer lifestyle trends, with a genuine passion for retailing, has meant that ZPR has always had a good understanding of the business and given us great service at B&Q and Kingfisher.”
“ZPR offers so much more than a traditional PR agency. They are an integral part of our marketing team, and their support, creativity and advice is invaluable.”
“ZPR do a great job. Whether it’s a straight forward business story or something a bit more colourful, they’re fast to respond & always on hand when I need a quick answer. They completely understand the ethos of their clients & are able to speak on their behalf professionally & with intelligence. ZPR understands the needs of Retail Week & pitch the right kind of stories for our magazine.”
“ZPR are one of the best consumer
agencies operating in retail today.
They know their clients and know what
journalists need. You cannot ask for
“Zaria and her team have good news sense & are always willing to go the extra mile to make a story work. They always answer their phones and are aware of the pressures of deadlines and understand the stresses journalists face. As a result they pick their moments carefully to get in touch and will always make sure they pitch the right story to the right paper.”
“I’ve worked with ZPR now for the past 5 years – during my time as ambassador for B&Q and more recently on The Handmade Fair. Year on year I work with a variety of different PR companies that come and go, so it’s always a comfort when I walk in to a room and see Zaria and the team. I can relax knowing it will be a worthwhile event, well run and above all I know it will be time well spent for me. They know how hectic my diary gets, juggling a busy filming schedule, two sons, two stepsons and two homes and they are always brilliant at maximising the time I have for them.”
Since bringing ZPR on board we have seen a step change in the quality and relevance of our PR coverage which is helping to change the perception of our business. The team understand us, our business and our customers and are always coming up with new ideas when thrown a new challenge. Great to consider them part of the wider business team not just marketing.
“ZPR are a valued partner to Halfords and a real extension to our marketing team. Their talent, creativity and retail expertise has played a meaningful part in our journey to move from a heritage retailer to a brand that holds meaning in customers minds. I feel I’m in safe but ambitious hands with Zaria and her team.”