spottydog was briefed to launch BOHEM’s first ever nail jewellery collection to consumer and fashion media within a very limited budget and timeframe. A key goal for BOHEM was to secure PR which would generate visits to their web shop, so our strategy was to target bloggers and online media who work to a much shorter lead-time than the glossy magazines.
Our strategy centred on a media relations biased communications campaign targeting fashion and beauty journalists and bloggers, together with style ambassadors and nail technicians. We conducted a host of one to one briefings with national and international contacts to showcase this very unique product. Product demonstrations were backed up with a full suite of press materials, including copy, product factsheets, photography and video.
We conducted over 50 media briefings which has resulted in over 40 items of coverage being achieved on Vogue.co.uk, Grazia Online, Cosmopolitan Online, Global Fashion Report, Yahoo, British Beauty Blogger, Guys + Girls Magazine, Wedding Magazine and in the US, Nailed It magazine. The stylist ambassador programme resulted in BOHEM nails being showcased to the This Morning Wardrobe department, X-Factor stylist team and celebrity nail technicians who included Jamie Nunn and Tabby Casto.