THE BRIEF
Build awareness of modern spectacles maker Cubitts as a values-led brand that goes beyond 'product on page' coverage.
How we approached it
We crafted several different editorial angles relating to the brand's mission to innovate the eyewear industry.
We kicked off activity by taking journalists behind the scenes at Cubitts for an intimate workshop to design and create their own handmade frames. All the while, founder Tom Broughton told them about the brand and its journey.
We then placed a series of features in the national media, including interviews with Broughton on his sources of creativity and advice about finding the right spectacles for different face shapes.
All activity was supported by press office activity with store launches, new collections and optical advice.
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The results
- Within the first six months, we generated over 45 pieces of quality coverage with a reach of more than 350 million
- Features placed in The Evening Standard, The Guardian, Yorkshire Post, Monocle, Time Out, City AM, The Telegraph, Collagerie and Grazia
- Design-led stories targeted the brand’s creatively curious audience
“Through W+P’s impressive network, they provided incredible opportunities to tell our story, creating those ‘wow’ moments that got people talking globally.
The results were incredible – they achieved vast earned media reach that set the media agenda. Ultimately, this provided me the ultimate success metric, linking the brand to a wide variety of new consumers.”
Matthew Radmanovich
Head of General Sports & Event Communications, Red Bull
“Karma’s media coverage has quadrupled since the first month of our collaboration. The whole team has always been very available and dedicated to our business needs”
Julien Flandre
VP Marketing, Karma
“I've engaged many PR companies over the years, it's always a great sales presentation followed by an expensive ongoing retainer. W+P is delightfully and refreshingly different, it's as if the team are a part of ours.
I hope others don't find out just how good W+P is, we really want to keep them all to ourselves”
Anthony Rose
CEO, SeedLegals
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