PR and social
media news
Launching the Learn
& Grow range
38
One of the Strategic Objectives
in FY17/18 was ‘to rollout the new
educational craft and learning
and development ranges’ and in
April we did just that. So, we held launch events at five
stores around the country (Fitzroy,
Five Dock, Upper Mount Gravatt,
O’Connor and Trinity Gardens) for
influencers and their children.
Because we wanted to
create mass word of mouth
and advocacy of the range
amongst parents, the marketing
activity was led by influencer
engagement – an approach
based on insights that testimonials
are the number one influence
on the purchase decisions of
mothers, and the fact we know
mums are increasingly rejecting
corporate sales messages
in favour of mum-to-mum
recommendations. The store teams went absolutely
above and beyond to ensure the
stock looked amazing on shelves,
the event areas were sparkling
clean, furniture was set up for our
guests and influencers and their
children were treated as local
royalty. In total, 32 mum influencers
attended the events, bringing
along their children to experience
the range, resulting in 181 social
posts, reaching nearly 6m of their
social media networks.
The PR and social media activity
reached more than six million
Australians, with 100% positive
feedback from our social
communities and 100% of PR hits
featured our key messages.
We had such an enthusiastic
response from customers at
launch, we’re really excited to
keep the momentum going into
FY19 and beyond! Huge shout out
to all the stores that were involved,
we couldn’t have done it without
you!
Carla Carafa
Consumer Communications
Manager