Cherry Time briefed us to develop a PR campaign that would double the online cherry sales of 2019 whilst repositioning the brand as a fun and desirable seasonal product to enjoy over the festive season.
To make sure our message landed at the right time with the right audiences, we developed a 4-pronged approach that incorporated influencers, a social media partner, a paid digital reach component and traditional media relations. With our key objective being to drive sales, our focus was a paid component to drive traffic to the site to purchase cherries ahead of Christmas. With a short sales window period, we drove demand by creating pre-sales awareness with a wide audience. Some tactics included: a partnership with Foodies of SA who created a mouthwatering festive recipe that achieved over 77K views. Our Foodie Influencers also posted beautiful recipes as well as information about the farm to drive awareness with their sizable databases and editorial started to land in key publications. We created a newsletter that was shared with our existing database ahead of the site opening. We also designed a fresh new look and feel for Cherry Times’s social pages to bring the brand in line with a new tone and brand CI that would capture the attention of new and existing fans.