CASE STUDY: Creating Mega Monday for Play.com

Provided by Hill and Knowlton
Hill and Knowlton created a PR campaign surrounding Play.com's Mega Monday - raising the site's profile amongst online shoppers.
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What was the Challenge / Background of the Campaign?

During a key sales period, Play.com took its competitors by storm by creating 'Mega Monday', resulting in a 29% increase in revenue growth for the year. Play.com's brief to H&K was clear: take the fight to Amazon and other competitors by building the company's position as an authority in online retail. H&K used creative photography of the Play.com warehouse backed with key statistics to ensure Play.com dominated the headlines. More than 200 pieces of branded coverage were generated in national, online, print, broadcast and lifestyle media. Find out more...

What was the Campaign Objective?

The objective of the campaign was to raise awareness of Play.com and increase share of market amongst it's competitors in the online retail sector.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsMore than 200 pieces of branded coverage were generated
16 - 24
25 - 34
Both
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSPUBLIC RELATIONS
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