Best practice from Cow PR.
- Drive news coverage ‘second time around’ for FLAME after US launch created global coverage
- Drive talkability and buzz around FLAME with UK audience
Strategy and Implementation
- To create new news for Flame in a way that resonated with the critical UK media, the integrated team:
- Chose to parody all the hallmarks of a typical, more ‘aspirational’ perfume advert to create some humour around the fragrance
- Used an incongruous, tongue-in-cheek celebrity - Piers Morgan - to front the campaign
- Brokered relationships with Selfridges as the launch partner and Red 5 as the national distributor
Note: we’re awaiting a full results breakdown from Metrica but Cow’s own evaluation tool has generated the following results:
• Total number of pieces of coverage – 434 plus over 200 Tweets
• Total circulation and combined unique user figure – 303,936,910
• Total OTS – 911,840,731
Coverage by media sector
• Online – 67%
• Regional print – 19%
• National print – 5% which includes 15 decent size national pieces, including The Sun, Daily Star, Daily Mail, Metro, Mail on Sunday, Financial Times
• Radio – 4% including numerous mentions on Capital FM
• Consumer magazines – 3% including Hello!, Zoo, Women’s Own, Now
• TV – 2% including two 90 second slots on Channel 5 News
• Trade – 3%
• Other e.g. blogs – 1%
• Burger King mentions – 96%
• Piers Morgan mentions – 86%
• FLAME mentions – 78%
• ‘Flame grilled’ mentions – 37%
• Sarah Power mentions – 1%
• Point of purchase e.g. firemeetsdesire/Red5/Selfridges – 52%
It’s important to note that, as per the campaign’s strategy, the UK campaign was designed as a parody of a serious fragrance launch in order to appeal to the UK consumer’s and media’s satirical humour & drive talkability.
This message was therefore played out very much in resulting media coverage and has therefore been rated as neutral. Only five articles actually directly criticised the campaign from the smell of the fragrance (Zoo test) or the choice of the celebrity (Private Eye).
The total coverage however, broke down as follows:
• Positive coverage – 48%
• Neutral coverage – 51%
• Negative coverage – 1%
• There was significant uplift in Burger King news searches on Google during launch week – with Burger King’s online profile surpassing McDonald’s
• There were over 200 Tweets about the fragrance including from GQ, Sunday Times
• There was also a significant increase in number of hits on ‘Respect’ website
YouGov measured the ‘brand uplift’ using their buzz scores tool and found there was a significant uplift across the population particularly amongst women, those on ‘lower incomes’ and those in the south.
Specifically, there was 3.2% uplift in net ‘Buzz’ scores. To quote a YouGov analyst direct, “It was pretty impressive in the short term!”
Other notable publications also praised the campaign in terms of its impact on driving brand awareness:
Financial Times – “If there was a competition for the most attention seeking company, it would go to Burger King. Their marketing has clearly worked: here I am again giving them yet more of the oxygen of publicity (….)”
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