CASE STUDY: Driving Christmas Bookings through PR and Social

Provided by The Fourth Angel
Encouraging people to donate a seat to support the elderly especially those who are alone, through their local Prezzo restaurant

What was the Challenge / Background of the Campaign?

Support Prezzo's Christmas charity initiative which was to support Re-Engage, an amazing organisation whose beating heart is to support and connect lonely people, especially the elderly. Our idea was to encourage Prezzo customers to donate a seat at their table to give someone a special festive treat of love, warmth and pasta.

What was the Campaign Objective?

Drive free seats for lonely people and therefore brand love.

What was the Solution?

#PrezzoDonateASeat - a campaign where people were able to easily donate a seat. We lit the pink touch paper by filming Frank, a 92 year-old man who had no family to spend time with at Christmas. And called on some celebrity influencers to invite someone to join them at their table at their local Prezzo and to share it on their social channels.

What were the Results?

Our earned coverage had a reach of 4.7m. We were also the lead Christmas ad on the Express Online's round up! Yes, our small but perfectly formed £10k video smashed it against multi million pound Christmas ads such as Walkers' featuring Mariah Carey. During the campaign we drove 74% new customers to the Christmas landing page, bookings were up year on year, social media reach was up by one million month on month. Most importantly, Prezzo saw like-for-like sales increase of 5.4% during the four-week Christmas period. Hallelulah.

What were the Key Learnings of this Campaign?

By creating our powerful video, we were able to pull on the heart strings of the nation and saw an uplift, not just in sales, but advance bookings.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsOur earned coverage had a reach of 4.7m
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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