Scruffs – New Product Launch
13th August 2020
Performance workwear brand Scruffs is well known for delivering products that are comfortable, durable and good value for money, coupled with great design. Eden was appointed to create and implement a press and public relations strategy for the launch of the brand’s latest trouser range, which built its profile, was packed full with earned content and raised awareness of its new and innovative collection.
Success was three-fold – to create a buzz around the new products, achieve consistent media coverage with the most effective publications and encourage increased demand from end users and resellers.
Together with Scruffs, Eden agreed a set of honed marketing communications objectives. The overarching goal was to deliver an ‘always on’ PR campaign that landed consistent brand messages focused on performance – simply, clearly and with memorable impact across target media online and offline.
Our brief was to ensure all earned content we created educated audiences on the features, benefits and usage of the new collection while simultaneously increasing brand and product awareness, purchase consideration and brand reach. All activity was to target press relations channels relevant to Scruffs’ dealers and end user segments to drive the most effective cut-through. An additional layer of the brief was to ensure our messaging complemented Scruffs’ highly effective end-user-facing social media platform.
Strategy and plan
Eden developed a 6 month, rolling press relations campaign, weighted towards securing coverage in leading publications and focusing on a clearly defined set of key messages such as ‘high performance’, ‘high technical spec’, ‘affordable prices’, ‘comfort’ and ‘stylish.’ All content was to set out Scruffs’ brand as the fastest growing in the market. Features, product reviews and news pieces were developed covering the new products and the investment in the brand.
We started conversations with our existing media contacts, initially re-introducing Scruffs and its key messages, swiftly followed up by targeted and tailored content on the new trouser range – with engaging images.
Central to the plan was securing product reviews to be timed for publication exactly before the new products were hitting the shelves. This is a finely-tuned process which takes great time-investment several months in advance of a product launch.
- We achieved quality coverage, including 12 features, in 6 months. We also secured 4 new product reviews and a sought-after front cover slot in a key title.
- The media relations coverage generated from the launch campaign reached a potential of 664,719 readers / viewers/ influencers (online and in print).
- The new product story was picked up far and wide and every feature created further awareness of the brand. Our initial ‘trouser’ brief certainly expanded as we progressed through the launch to cover the wider brand story.