Making Moves, a London-based commercial property firm, asked the Bonded Digital PR team to create a campaign aimed at engaging the UK office workforce. The objective was to position Making Moves as thought leaders and establish them at the forefront of office-related discussions.
To boost brand awareness, our campaign positioned Making Moves at the centre of daily office conversations. And what’s one of the top office topics? Lunch!
Knowing that this campaign would relate to consumers, the Digital PR team decided to create a campaign exploring the UK’s favourite meal deal options – a common lunchtime debate.
To create this campaign, the Digital PR team held blind taste tests across six major retailers. Participants rated taste and presentation. We then paired these results with each meal deal's nutritional content and price. This data enabled us to create a clear ranking.
During outreach, we aimed to secure coverage on authoritative sites across the UK to increase brand awareness nationally. We targeted journalists who cover similar stories, published nationally and regionally, with bespoke press releases. Aswell as targeting specific sectors such as business, personal finance and food and drink publications.
The Results
The campaign results have been compelling, achieving national and regional coverage.
Making Moves aimed to become more recognisable and to be regarded as a thought leader in office-related discussions, directly supporting their goal to strengthen their presence among the UK office workforce.
So far, the campaign has earned 104 placements in UK publications. These include The National Scot, The Argus, Your Local Guardian, and The York Press.
With London being such a key area for Making Moves, we were pleased to secure placements in popular London publications, such as This Is London, Hackney Gazette, Romford Recorder, East London Advertiser, and Ealing Times.
Overall, the placements achieved have a healthy average domain rating of 55 as well as estimated views of 299,000 and publication wide audience figures of over 19 million.
With these results, Making Moves has increased brand awareness and reached its target audience.
Meal deals are one of those things everyone has a view on, which is what makes this such a clever and fun campaign. The team at Bonded took a universal office debate and gave it enough rigour and data to make it genuinely newsworthy. What stood out was the breadth of coverage it achieved – across business, food and personal finance – and an impressive reach of 19 million people.
