Which Miidio are you?
Over 70 pieces of coverage including a TV feature on BBC’s Something for the Weekend, 2 hits in the Daily Express and reviews in all major tech titles, websites & blogs. This low-budget campaign reached nearly 12 million people with an advertising value equivalent of nearly £130,000.
Strong images were vital. An unknown brand that was not the first to market with the technology would be a tough sell to the intensely competitive tech media. Potion undertook the challenge of creating slick and stylish photography giving Miidio the edge over rival products.
Software vendor case study programme
An initial 10 series of customer case studies for this global software vendor provided content for contributed articles, customer newsletters and success story announcements around the globe. Potion has developed a rapid turnaround case study development model that now pays dividends for other clients too.
Case studies for UK were developed by building relationships with the global reseller network, and led to opportunities to tell success stories for South Africa, Netherlands, Sweden and Germany amongst others. They also provided great content for the new International newsletter launched in mid-2008.
Autism Education
Ahead of its opening, a pioneering new special school for children with autism wanted to raise awareness of the school, its facilities and the issue of autism education. Potion rapidly organised a press day and arranged the attendance of the local MP. We created messaging and extensive press information and carried out media liaison. We also arranged for supporting statements from autism charities and another local member of parliament. To build web visibility and help with SEO a podcast was created and placed on sharing platforms such as iTunes to increase links to the back to the school’s website. The press day was attended by local media resulting in 20 pieces of coverage in the space of a week including BBC Online, Heart Cambridge and BBC Look East. The coverage had a reach of approximately 800,000.
Bringing Karma and Zen to the Soul of the consumer media
This campaign launched eco-friendly lifestyle brands, Karma and Zen, for card and gift design company, Soul. The target was women’s consumer media. The challenge was the diversity of the products which ranged from pen pouches to passport holders, make-up bags to draught monsters(!) This meant identifying and targeting several different journalists at each magazine e.g. beauty, travel and lifestyle editors. The campaign also involved targeting not just women’s consumer magazines but newspapers and eco-mags as well. Coverage was achieved in The Guardian, Daily Express and Prima. The campaign reached over 8 million people in total and would have cost over 65,000 in equivalent advertising.
Launching the Lazer Superskin
Strong photography and clear messaging helped communicate the message of this breakthrough safety helmet but kept it cool. Lazer had no UK platform for the Superskin helmet so Potion developed a simple yet stylish microsite to give UK consumers a place to learn more and locate their nearest retail outlet. The URL was used in press materials providing a call to action for consumers in the media coverage.
Get into the groove with local Indian dance company
This PR programme was for a female entrepreneur and successful local dance business. Potion built relationships with local and Asian media and carried out media relations to promote dance performances. This achieved numerous pieces of coverage in publications such as Asian Voice, Hammersmith & Kensington Times and Slough Express as well as broadcast interviews on BBC Radio Berkshire and Westside Radio. We also produced professionally written, well messaged awards submissions which resulted in a nomination of Young Entrepreneur of the Year at the O2 X Awards.
We also project managed the redesign of the company logo and website creating a cleaner, sharper and consistent brand identity. The new website was fully content manageable and included an online retail outlet.
Ooh La La - Chocolate PR on a shoestring
This campaign for Ooh La La Chocolaterie, a small internet chocolate company, targeted women’s consumer magazines focusing on Chocolate Week and Christmas Gift Guides. It was an extremely low budget campaign and cost less than £2,000 over a period of just 9 months. The campaign reached over 1,800,000 people and would have cost over £70,000 in equivalent advertising with coverage achieved in titles such as Good Housekeeping, Company, She and the Daily Express.
Sodexo Prestige at Knebworth House
Potion provided kick-start social media support for Sodexo Prestige at Knebworth House which included strategy development, training, content planning and copywriting. The Knebworth House Events blog and Facebook page help to drive potential customers towards the main events website. Content has included everything from the latest menus, tips on how to plan your wedding and information on the latest filming taking place.
Constructing Communications
Creating news worthy communications was the main challenge with this campaign. The company, a leading provider of construction project management software, had a lot to say but no public voice. Potion created a three-pronged campaign consisting of by-lined articles, case studies and media relations. The result has seen coverage in key titles including IT Advisor, Project Manager Today and Construction Computing.
Launching Stellina Baby
Over 15 pieces of coverage included major parenting targets Mother & Baby, I’m Pregnant and Pregnancy, Baby & You. This low budget project reached over 500,000 people.
Potion also provided this small client with valuable photography. Selling baby clothes from flat cut out images did not create a strong enough impact. Potion created lifestyle images showing happy babies wearing the clothes and strong detail photography that communicated key messages about quality, finish and feel.
Consumer Gadgets: Celleden & Replug
These two consumer gadget launches achieved nearly 100 pieces of coverage combined. This included a TV feature on Ch5's The Gadget Show and features in both T3 and Stuff. These were both low budget campaigns yet together they reached over 7 million people with an advertising value equivalent of nearly £100,000.
Stay in tune with Replug - The Replug is a very niche product so to effectively sell this product Potion had to get the messaging absolutely perfect to make sure that journalists understood its purpose.
Stay hands free in style with Celleden - Mobile Bluetooth accessories are everywhere so Potion created photography using a 20p piece as a size comparison to demonstrate that the headset was one of the smallest in the world. This got the point across to journalists instantly with the image being used in a majority of coverage.
EXPW consulting
EXPW is an independent consultancy that delivers business and IT projects in EMEA. Although well known to its clients, it was not sufficiently visible in the wider business, IT and telecom community. This was possibly the smartest company Potion had ever encountered – so issues-led, opinion-led and knowledge-led PR were the key to success.
12 weeks of careful messaging and preparation enabled us to secure over 25 opportunities, the very first of which appeared in the Financial Times. Opportunities were sought and secured across the Mobile Communications and general Computing sectors, including those which supported its recruitment and growth objectives.
Launching RXS
Over 40 pieces of coverage gained in just 3 weeks. Products sold out after 2 major features in the Sunday Times and on BBC’s Something for the Weekend. Hits in Stuff and the Manchester Evening News followed. This low budget campaign has reached over 10 million people to date!
Potion designed and developed the branding, packaging and marketing stand for the Stuff Live exhibition.
Rough Image: An exhibition by homeless artists
This local charity campaign gained 15 pieces of coverage. Potion hosted the launch event and organised a preview for the media with a local MP. This resulted in interviews on local radio stations, numerous mentions in the local papers/magazines and an extensive feature on BBC Berkshire.
The launch event was developed in association with Crisis and Slough based ‘London Run’ charity. Potion developed the event branding and organised the event overall.
Never miss a beat with DanceMass
This complex broadcast project resulted in 19 radio interviews, 8 video features and 10 online articles. Potion also built relationships with regional dance organisations gaining mentions across dance websites and e-newsletters.
Potion has industry partners across the board so when this client asked for help with last minute production of the DanceMass website the team knew exactly how to help. Tight deadlines are something Potion thrives on and this project was no exception but the website was up and running to specification in time for launch