CAMPAIGNS: Product Launch - Adore helps designers to raise profile

Client: Adore

PR Team: Strawberry PR

Campaign: Launch of Adore

Timescale: October-December 2001

Budget: £2,500

Adore was the brainchild of Bryony Johnson, co-owner of Strawberry PR.

It is a mail-order magazine featuring clothes from up-and-coming

designers whose clothes are not widely available outside London.

Johnson felt there was a nationwide market for more unusual clothes of

this kind.

She raised the funding to set up Adore as a separate business - albeit

one that belonged to the same holding company as Strawberry PR. But

Strawberry's resources were used to create awareness of the venture.

The launch issue appeared in December 2001, with a print-run of 15,000.

Its 30 pages were predominantly filled with high-quality images of the

products, and an editor's letter with a feature.

Johnson set up a small warehouse and call centre and began splitting her

time between there and Strawberry's offices. Overall she invested £35,000 in stock, staff and magazine production costs.


To create awareness of Adore, generate media coverage, distribute Adore

to consumers, build a consumer database - and sell the product.

Strategy and Plan

Strawberry decided to contact fashion and lifestyle journalists on a

one-to-one basis instead of holding a glitzy launch event. The

innovative idea behind Adore was that the rest of the country should

have access to these unique designer products.

Measurement and Evaluation

Call-centre staff asked each enquirer how they had heard about the


Less than 6,000 copies were sent to a database of names, leaving almost

9,000 copies for distribution.

After the PR campaign, requests for Adore exceeded the remaining stock

of copies, and from this and call centre data, Strawberry surmises

around 9,000 copies were requested after media coverage.

Coverage was achieved in The Sun, The Daily Telegraph, Marie Claire and

Now, and TV programmes This Morning and GMTV.


So far, 18 per cent of Adore recipients have placed an order, worth an

average of £70 each.

A second issue of Adore and an online catalogue will appear later this

year. It is hoped that the print magazine will become quarterly.

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