Brief
spottydog was briefed by restaurant brand, Browns Brasserie & Bar to deliver a PR campaign that reinforced Browns as the most knowledgeable restaurant regarding matters relating to parties and etiquette in order to drive consumers to the social channels for advice and the website to make bookings through media relations.
Action
We created the concept of ‘The Perfect Host’ videos to provide consumers with hints and tips for planning a range of events throughout the year, to position Browns as the expert, while encouraging people to make bookings at restaurants. We focused on four key events to increase the appeal and reach of the story; baby showers, proposals, general parties and Christmas.
Producing content that could support this message throughout the year, we wanted to create a suite of stories that could be used reactively, as and when opportunities happened.
We used the Facebook page to host a survey, generating statistics that provided news content on a budget and then created video content with minimal branding and music to ensure it was editorial in style.
Result
To date we have achieved 20 pieces of coverage within national publications – including MailOnline and The Sun – as well as supporting multimedia pieces within regional press like the Liverpool Echo, Nottingham Post, Bath Chronicle and The Oxford Mail. Not to mention a number of lifestyle blogs and online sites providing varied content across ‘The Perfect Host’ spectrum including a number of recipes and additional top tips.
As a result this story has reached nearly 30 million consumers so far, and thanks to the creation of client owned content, Browns can capitalise on future seasonal opportunities to improve results as each of the content themes arises. You can watch all our Perfect Host videos here.
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