PR Team: Strawberry PR
Campaign: Launch of Adore
Timescale: October-December 2001
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
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.