Kate and I were lucky enough to attend a PRCA breakfast masterclass hosted at The Romans. Their chic and stylish offices were the perfect setting for an insightful look into their hugely successful and award-winning campaign for Freya, the lingerie brand. Lucy McGettigan introduced us to Freya’s brief and both Lucy and Vi Hazlerigg walked us through their campaign strategy, providing the perfect chance for us to get under the skin of what our clients really do!
The Brief: Overhaul Freya’s brand to get the 16-25 demographic interested.
Their Strategy: To create a relatable, all-female, real podcast to engage the younger generation.
The Result: Increased website traffic, increased sales and ranking #6 in the podcast charts!
Not only did Lucy and Vi chat us through their strategy planning and execution, they were more than happy to answer the nitty gritty questions that touched on budgets, how to think outside the box, challenges and how to create a successful podcast.
One of their key challenges were Freya’s customers – they were mostly over 40s and their brand wasn’t seen as the go to for the under 25s. So, how were they going to get Freya in front of their target market without ruining a heritage brand and putting off their loyal customers? The brilliant minds at The Romans created a podcast hosted by the wonderful Maya Jama, ‘When life gives you melons’ which saw a panel of well-known, badass women discuss key life milestones, including dating, falling in love, sex and STIs and boobs (obviously)!
Teamed with a wealth of social media, press releases, interviews and influencer marketing, they created an award-winning campaign!
Working as recruitment consultants within the communications industry, we know how important the PR industry is, but it was fantastic to see real life examples of how valuable PR is for brand growth.
Kate and I would love to say a big thank you to the PRCA and The Romans for having us, it was a fantastic event.
Photo courtesy of freyalingerie.com