Cotton On Body
The Challenge
Generate brand awareness and regular publicity amongst target media, educating consumers and creating hype around new collections and store launches, whilst maximising PR opportunities without saturating media with similar press content.
Over a three month period we secured publicity for Cotton On Body new store launches and ranges, generating publicity valued at over
R 150, 000 ad value. A total of 15 pieces of coverage were secured for the brand:
Number of print pieces: 4
Number of online pieces: 11
Total number pieces of publicity: 15
Total ad value: R 155,562.39
Total audience reached: 6,121,819
Our Approach
  • Leveraged new store openings through pre hype publicity in regional media, inviting media to visit new store openings and seeding post launch photographs. Store launches included Cotton On Body Cresta, Cotton On Body Menlyn and the Cotton On Body in Blue Route Mall
  • Pitched product images and seasonal press material to media on a regular basis
  • Granted media approvals for fashion brief sourcing directly from stores, with the aim of increasing brand product placement and fashion and lifestyle editorial coverage
  • In addition to reactive press office, we conceptualised PR tactics that would increase brand mentions and exposure