Cotton On – Mark Tuckey
The Challenge
Drive awareness around the collaboration of iconic Australian brands Cotton On and MARK TUCKEY - a bespoke homeware collection that makes modern and effortless design accessible and fun for everyone, in an authentic and quintessential Australian style.

Butter Knife was tasked with securing long and short lead coverage for the new Mark Tuckey x Cotton On partnership, which launched in South Africa on 8 July 2015.
Since seeding in May – July 2015, we secured 52 pieces of coverage overall with media feedback being incredibly positive and additional coverage expected to appear in long lead titles from August onwards.
Number of print pieces: 16
Number of online pieces: 36
Total number pieces of publicity: 52
Total Ad Value: R 1 316 595.37
Total Audience Reached: 6 133 294
ROI: 1:16
Our Approach
  • Pitched launch announcement release to target media, with the aim of securing editorial coverage and brand awareness for the new collaboration
  • Drove awareness around the Cotton On Group branching into homeware
  • Arranged media drops for 20x select media and influencers, to secure further publicity on social media platforms
  • Held an intimate preview for media and influencers on the 8th of July at the Cotton On V&A store in Cape Town, to introduce the media to the range