Launching the ‘House of Brands’ to the UK

Incipio

Challenge

Launch Incipio’s tech accessory “House of Brands” to the UK and “wow” buyers with buzz around the products from a standing start.

Results

Listings secured in Selfridges, Dixons Travel, Carphone Warehouse and O2.

210 pieces of coverage with over 7.3 billion reach achieved.

Through focused, creative work with media and influencers, our PR and digital strategy put key Incipio brands (Braven, Griffin and Incase) on the UK map, drive sales and the team to secure product ranges in top tier nationwide stockists.

Braven speakers catapulted from an unknown to highly praised in influential national, technology and lifestyle titles including Mail Online, WIRED, T3, Sunday Mirror and Evening Standard.

Monthly reach for Griffin peaking at 1.3 billion and never dropping below 25 million, keeping the brand front and centre amongst target communities.

Established Incase beyond the tech sphere with premium lifestyle coverage including WIRED, Wonderland and Shortlist.

How

This was about more than mass sample send-outs to journalists. We honed a list of media and influencer targets catering to individual audience profiles for each brand.

We conducted desk-by-desk media tours with top tier publications including Esquire, Stylist, WIRED and the Daily Express.

Ran a strong always-on reviews and placements programme and ensured the brands were never out of the media, leveraging festival season, Father’s Day, Christmas gifting and more to hit our target audiences at multiple points.

Developed valuable lifestyle content with online influencers perfectly suited to each brand identity, making further inroads with our audiences; from exciting unboxings to creative challenges.

But it wasn’t just product content – we leveraged company news to secure large feature pieces on Incipio’s European business expansion, establishing Incipio as a key player in the UK market.