The Need
Just Fabrics, a leading provider of quality fabrics, was launching The Academy, an online platform delivering soft furnishing and upholstery courses for at-home sewers. It needed to raise brand awareness and build its reputation as a premium service to stand out from the competition and fuel its sales pipeline.
How We Helped
We recommended a strategy designed to build awareness and trust amongst new audiences and existing Just Fabrics fans. To effectively reach these audiences, we used two key channels:
- Positive coverage in high-authority media
We devised a comprehensive media relations programme to maximise opportunities for The Academy using three tactics:
- News – We shared the news of the launch with relevant media, crafting several versions of the story to offer compelling, timely hooks, from sustainability to New Year’s resolutions
- Gift guides – With Christmas approaching, we targeted shopping pages in relevant media to reach gift-givers and end-users
- Reviews – We invited a curated list of key journalists to try the course and share their experiences with their readers to build a bank of positive reviews from trusted sources
- Endorsement from trusted influencers
Influencer partnerships are another great way to reach engaged audiences and build trust. But they work best when they’re long-term. So, we launched the Just Fabrics The Academy Ambassador programme, partnering with five top influencers in the craft and home interior space.
