Giving brands the recognition they deserve

Red Badger

Red Badger was born and developed by Cain, Stu and Dave in 2010. They had a shared ambition to create a business that turned the traditional consulting model on its head: no sales team; no RFP processes, just great people doing great work that focused on quality, value and collaboration.

Bright ran a successful PR campaign, as part of their work with Red Badger, to promote the launch of Fortnum & Mason’s brand new, fully responsive eCommerce site, designed and developed by Red Badger.

Innovation

One of the main challenges was to ensure that Red Badger was positioned as a technology partner to its client, global brand Fortnum & Mason, and credited as much as possible for its work in designing and developing the innovative, new site, in just eight months.

To kick off, Bright conducted an initial information-gathering meeting with Red Badger to gain an understanding of the project from their perspective. To understand the customers’ perspective, Bright also had a meeting with the Customer Experience Director at Fortnum & Mason, who oversaw the web re-development project.

From these two meetings, Bright was then able to draft a range of content, including a press release, award entries, case study and an event speaking pitch. The award entry for Retail Week’s ‘Technology and eCommerce’ awards was shortlisted in the Best Customer Experience category.

,,

Bright managed to achieve a wide variety of excellent content that appealed to different audiences. E-Consultancy, for example was a brilliant blog-style critique of the Fortnum site, and has had a direct impact on new business leads who have approached Red Badger after reading it.

,,

Bright managed to achieve a wide variety of excellent content that appealed to different audiences. E-Consultancy, for example was a brilliant blog-style critique of the Fortnum site, and has had a direct impact on new business leads who have approached Red Badger after reading it.

Media Outreach

After managing the review and approval of the various written content, Bright then agreed a suitable date with Red Badger to announce the website launch to the media. To ensure widespread coverage, Bright created tailored versions of the press release, so as to appeal to journalists covering three key sectors: retail, marketing and technology.

Results

Bright’s communications expertise and press strategy:

  • Secured joint media interviews for Fortnum & Mason and Red Badger with Essential Retail, Techworld and Computer Weekly.
  • Achieved coverage for the campaign in 10 key titles: Retail Times, Internet Retailing, Retail Systems, Retail Week, Retail Gazette, Econsultancy, Essential Retail, Techworld, The Grocer, Computer Weekly.
  • Obtained lead story for the campaign on Econsultancy Daily Pulse news email alert.
  • Shortlisted for a Retail Week Technology and Ecommerce award.

The media coverage had a direct impact on lead generation for Red Badger; the company was approached by multiple new business leads as a result of the press campaign.

The media coverage had a direct impact on lead generation for Red Badger; the company was approached by multiple new business leads as a result of the press campaign.

Campaign achieved coverage in 10 key titles

Retail Times, Internet Retailing, Retail Systems, Retail Week, Retail Gazette, Econsultancy, Essential Retail, Techworld, The Grocer, Computer Weekly

Lead Story

Featured as the lead story on Econsultancy Daily Pulse news email alert.

Shortlisted

Shortlisted for a Retail Week Technology and Ecommerce award.